Strategic Marketing Management, 9th Edition

Cover Art for 9781936572519, Strategic Marketing Management, 9th Edition by Alexander Chernev
ISBN: 9781936572519
Publisher: Cerebellum Press
Published: 1 January, 2018
Format: Hardcover
Language: English
Editions:
9 other editions of this product

This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. 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 offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.

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