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Strategic Marketing Management, 5th Edition |  | Author: Alexander Chernev
Creator: Philip Kotler
Publisher: Brightstar Media, Inc.
Category: Book
List Price: $39.95
Buy New: $35.95
as of 11/27/2009 05:40 CST details
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Rating:  2 reviews
Sales Rank: 127086
Media: Paperback
Edition: 5
Pages: 292
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 9.1 x 7.4 x 0.5
ISBN: 0982512635
EAN: 9780982512630
ASIN: 0982512635
Publication Date: August 1, 2009
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Product Description
Strategic Marketing Management (5th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs.
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| Customer Reviews:
Exactly what executives and senior staff require September 28, 2009
F. St Amour
Exactly what executives and senior staff require: A practical, repeatable methodology for effective, sustainable market planning and measurement. Here is a process for synchronizing all of those seemingly overly complex, costly marketing teams and tasks with the company's real objectives and strategy.
This concise book is invaluable to sales and marketing staffs: In one resource, it provides the context and tools needed to formulate and implement effective marketing plans, regionally or globally, based on the true sum of the organization's capabilities. Senior executives will see that it also presents the frameworks necessary to establishing a common methodology and language of market assessment, planning and measurement that transcend the "sales and marketing department", incorporating all departments in the active development and identification of true market differentiators and opportunities.
The success of a product or service is determined by the power of its business model. Professor Chernev establishes the foundation for establishing, evaluating, and tuning the business model by introducing the "G-STIC" framework. The book excels in presenting the hard questions that must be addressed in order to truly develop and test a business model relative to its Goals, Strategy, Tactics, Implementation, and Controls (G-STIC). There is no hiding. Weakness and strengths are quickly revealed.
Since sustained business success can only be achieved by optimizing the value to relevant parties, Professor Chernev then provides a methodology that forces the organization to consider exactly what value its offering creates for customers, collaborators, and itself. The "3-V" framework allows the organization to assess and manage the Customer Value, the Collaborator Value, and the Company Value (3-V). Senior executives will be encouraged by the degree to which this framework can reveal how the organization may be over- or under-delivering value to critical constituents.
This is a practical guide that is easily converted into specific individual tasks, whether one is building or rebuilding a marketing process and plan. One is invigorated by the clarity, simplicity, practicality, and results of Professor Chernev's techniques.
Marketing as a Business Discipline August 18, 2009
GLENN ALLISON (Chicago, IL)
2 out of 2 found this review helpful
Strategic Marketing Management by Alexander Chernev helps bring together all of the major tools required in the field of marketing into a single source. The book offers both a practical toolkit of strategic marketing frameworks, as well as practical examples on how they can be applied to create value for customers, collaborators, and the company. Overall I found the book easy and interesting to read, as well as a frequently used reference toolkit.
Chernev's book helps shed light on Marketing being more than just an art based on intuition and creativity. Marketing also requires use of scientific and analytic tools which can be used to provide credibility to senior management, stakeholders, and collaborators.
The book is a must read for anyone involved with marketing, or executives which an understanding of how to maximize value for the company, customers, and collaborators. Consider the risks when things go wrong?
Using approaches from the book, I worked with a team to launch a quantitative study into measuring the entertainment value and marketing value of Super Bowl Ads. Our findings were surprising. While viewers may have been entertained by a particular Super Bowl ad, preference for some brands actually decreased following air of the Super Bowl ad. Imagine paying millions of dollars for an ad, only to see customers preference for your brand decrease in some cases. The book offers valuable frameworks to help you or your company avoid these missteps.
A company's main focus should be maximizing value for customers, collaborators, and the company, it and this book will give you the tools you need to know.
Glenn Allison
University of Chicago
Booth School of Business
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