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9 of 9 people found the following review helpful
5.0 out of 5 stars Exactly what executives and senior staff require
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...
Published on September 28, 2009 by F. St Amour

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0 of 1 people found the following review helpful
1.0 out of 5 stars Awful, Students Complained
Book reads like stereo instructions. I had several complaints from students as well. I will not continue to use this book for my classes.
Published on March 28, 2011 by MMJ


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9 of 9 people found the following review helpful
5.0 out of 5 stars Exactly what executives and senior staff require, September 28, 2009
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
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.
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8 of 8 people found the following review helpful
5.0 out of 5 stars Marketing as a Business Discipline, August 17, 2009
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This review is from: Strategic Marketing Management, 5th Edition (Paperback)
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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7 of 7 people found the following review helpful
5.0 out of 5 stars A must read for business professional (or anyone else who appreciates strategic thinking...)!!, January 27, 2010
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
Professor Chernev's approach to Strategic Marketing is indeed a fresh rarity. A typical Marketing textbook is thick and filled with countless acronyms, that at the end tend to leave impression of being obscure or irrelevant to be applied in the real world.

Chernev's approach is direct. He stimulates critical thinking throughout his discussions & guide his audience to always think outside their perspective silo. His didactic approach is to distill and discuss core principles that can be found in every real business scenario.

Of all the great concepts he discussed, I am particularly fond of the "Five C's" framework. This framework is not just relevant for approaching business problems, but can function as critical lenses when approaching any situations in life in general.

The book is a gem not to be missed by business executives, IT professionals, or anyone else who appreciates good writing & strategic thinking. Highly recommended!!
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1 of 1 people found the following review helpful
5.0 out of 5 stars No Nonsense Applicable Advice, December 15, 2010
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
Powerful, easy to comprehend and even easier to use, Strategic Marketing Management is a modern guide that cuts through the garbage of the marketing books you've already read and barely remember.

Most books simply iterate through lists that are themselves, marketed in a way that sound nice. Sometimes all the words start with the same letter, sometimes they form a nice acronym. Strategic Marketing Management provides a small set of frameworks that connect and make sense. Even more importantly, Chernev shows exactly how to use these frameworks to actually make decisions, not just pretty sounding lists.

The book is organized quite well, after you finish you'll most likely be using this book as a resource for years to come.

The language is as simple as possible while being precise. And since this book isn't stuffed with excerpts, practice problems, or other things publishers use to increase the page count, you should be able to get through it in a reasonable amount of time.

Highly appropriate and highly recommended for marketing people and executives (obviously) but also those in different functional areas of the organization that want to understand how marketing isn't just the responsibility of one function.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A Handbook of Strategic Marketing Management, December 6, 2010
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This review is from: Strategic Marketing Management, 5th Edition (Paperback)
As a marketing professional, I always want to have a handy bible in my briefcase, now I got this. This is not only a text for senior class in marketing management, it's also a "must-have" for any business student in BBA, MBA program. This book has only 270+ pages, but information on it is really useful and helpful. I use it for my marketing planning and analysis, thus I don't think you'll regret to order one for your own use and for your followers in marketing team.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Superbly crafted and extremely practical, June 10, 2010
By 
Ron Widitz (Riverwoods, IL) - See all my reviews
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
There are no wasted words in this treatment of Strategic Marketing Management; every page exudes marketing technique and/or insight presented in a concise manner. The frameworks are revealed in such a logical fashion that marketing management almost unveils itself as an understandable storyline. The book flows so nicely from one topic or tool to the next, the multitude of concepts isn't overwhelming. Even the book's index highlights concepts, frameworks, and brand examples separately. The author probably knows this book will serve as a favorite reference text and the chosen index breakdown allows one to zero-in on particular sections.

The concepts presented appeal to a much larger audience than the title suggests. In combination with the frameworks, multiple disciplines can benefit from the practical advice. It is much more than an enumeration of best practices for marketing management but more a recipe for effective implementation using a structured set of tools. In fact, I have applied a subset of the author's insight to Lean methodology. Any where customer focus (external or internal) is key, this book speaks well in strategically helping projects succeed including situation analysis, managing value, and tweaking business models. I have found the author's tactics and alignment strategy very helpful in my daily work; I really value this book.
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5.0 out of 5 stars Great book to add to your marketing library, April 8, 2011
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Suzette Scales (DALLAS, TEXAS, US) - See all my reviews
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
In today's competitive business environment, firms are increasingly adopting a stakeholders approach to doing business, where they seek to create value to multiple stakeholders. Interestingly, for the most part, studies in the marketing field have been slow to respond to this trend, concentrating almost exclusively on the consumer as the sole stakeholder group. To thoroughly understand how attending to the needs of multiple stakeholders influences marketing.

This book gives clear, concise and comprehensive framework with which to identify, analyze and solve marketing problems. The strategic marketing discipline suggest that information sharing is paramount and this book explores the applications of managerial costing techniques and how they can be used to improve the decision making process. Lastly it gives an in-depth study to situation analysis, identifying target markets that aids in the identifying, understanding and solving marketing problems.
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5.0 out of 5 stars An Exemplary Marketing Text, April 5, 2011
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
Consistent with its own strategic guidance, this textbook is well-positioned to optimize value for its target market.

- To students, it offers a clear, simple, and concise synopsis of powerful marketing insights at an attractive price.
- To instructors, it provides a well-organized yet flexible modular approach to teaching about the strategic and tactical elements of marketing and highlighting the critical relationships between them.
- To professionals, it presents a comprehensive framework with which to identify, analyze, and solve marketing problems.

Grounded in academic theory, this book's streamlined style will enable readers to reference it repeatedly as they make and evaluate strategic marketing decisions.
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5.0 out of 5 stars Best Strategic Marketing book out there, February 25, 2011
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
Alexander Chernev presents a clear and succinct view on the marketing process from a strategic standpoint. This book is an invaluable resource for sifting through the chaff and honing on the most important decisions a marketing manager has to make.
Highly recommended, especially because it contains information not found in any single marketing textbook.
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5.0 out of 5 stars Concise, December 14, 2010
This review is from: Strategic Marketing Management, 5th Edition (Paperback)
I have taken a few marketing courses and have been forced to read significant portions of several marketing books, this one is by far the best, I wish I had found this one first. It is short, clear and full of useful information, descriptions and examples of the various elements of marketing. I recommend this book for both classes and for anyone who wants to gain a better understanding of strategic marketing.
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Strategic Marketing Management, 5th Edition
Strategic Marketing Management, 5th Edition by Alexander Chernev (Paperback - August 1, 2009)
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