- Paperback: 290 pages
- Publisher: Brightstar Media, Inc.; 5 edition (August 1, 2009)
- Language: English
- ISBN-10: 0982512635
- ISBN-13: 978-0982512630
- Product Dimensions: 7.5 x 0.6 x 9.2 inches
- Shipping Weight: 12.8 ounces
- Average Customer Review: 4.7 out of 5 stars See all reviews (12 customer reviews)
- Amazon Best Sellers Rank: #769,299 in Books (See Top 100 in Books)
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Top Customer Reviews
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.Read more ›
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.
University of Chicago
Booth School of Business
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!!
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.
Most Recent Customer Reviews
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. Read morePublished on April 8, 2011 by Suzette Scales
Consistent with its own strategic guidance, this textbook is well-positioned to optimize value for its target market. Read morePublished on April 5, 2011 by ARB
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
Alexander Chernev presents a clear and succinct view on the marketing process from a strategic standpoint. Read morePublished on February 25, 2011 by Simon Lazarov
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... Read morePublished on December 15, 2010 by Dick "Dick" Tracy
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. Read morePublished on December 14, 2010 by matthew a.
I have been using this textbook for a couple of years now in my introductory marketing class at Stanford and love it. Read morePublished on December 7, 2010 by Michaela Draganska