"Alexander Chernev has written the clearest handbook that I have seen on how to write a marketing plan, cover all the bases, and yet keep it short." --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University"Alexander Chernev's The Marketing Plan Handbook offers clear, concise insights and guidelines to design marketing plans that will truly work."
--Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Busines, Dartmouth College"An excellent book offering a streamlined, no-nonsense roadmap to writing impactful marketing plans."
--Jean-Claude Larreche, Alfred H. Heineken Professor of Marketing, INSEAD"If you are going to write a marketing plan, you need to start with Chernev's The Marketing Plan Handbook. And, of course, every business needs to have a marketing plan."
--David Reibstein, William Stewart Woodside Professor of Marketing, Wharton, University of Pennsylvania
About the Author
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an area editor for the Journal of Marketing
and serves on the editorial boards of the top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology,
and Journal of the Academy of Marketing Science.
Dr. Chernev's research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington Post
. He has written numerous articles focused on corporate planning, marketing strategy, and brand and customer management.
Professor Chernev teaches marketing management, marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs' Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and advises companies around the world on issues of strategic marketing planning and analysis, business innovation, brand management, pricing, and new product development.