I reviewed the 6th edition of this book over 3 years ago, giving it 5 stars. This 8th edition - with important updates (not just to keep the publisher happy) - still merits a solid 5 stars in my view.
As I originally wrote in reviewing the 6th edition, this is a worthwhile management handbook for any executive - marketing or otherwise - who wants to understand marketing without the hype. It focuses on the principles of marketing management - formulating, executing, and tuning strategy and tactics. It is all meat, and no fat, containing neither fluff nor 5-step "how to" formulas that are so disappointingly popular in marketing releases. Chernev's contribution to the field of marketing can be summed in neatly in one word: Frameworks. He takes abstract concepts and melds them together into sensible, structured frameworks that shows how the concepts and principles fits - and work - together.
It is a tight, well-organized work - now a heftier 265 pages. Chernev sees marketing as a structured, disciplined business function. He gets good marks for making his case. Distilling 40 years of marketing research and theory, the book crystallizes it into a presentable and logical format. It is not a quick or necessarily easy read: it has a decidedly academic bent, though those who enjoy Drucker and Porter will find it highly readable. It should serve any marketing practitioner well as a solid marketing handbook.
ISBN-13:
978-1936572199
ISBN-10:
1936572192
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