Strategic Marketing Management

I use this book in teaching graduate level marketing for a couple reasons.1) It's right - the information is sound and I haven't found marketing models that are more practically useful in actual business situations.2) It's comprehensive - it covers the necessary ground to develop and practice fundamental marketing strategy.3) It's concise - it quickly gets to the essential concepts in each chapter. This makes it very practical as an accompanying text to a class and useful as a desk reference for marketers.

Disclaimer: I was Prof. Chernev's student at Kellogg. Having said that, the textbook is one of the best marketing books on the market. The chapters are broken down so that they do not overwhelm the reader. The concepts are clearly presented and there are useful frameworks within the textbook. It's a handy book to keep around. Highly recommend it.

Fantastic resource for the beginners and professionals alike. Gives a clear information on the entire spec of marketing discipline unlike some books that focus only on the communication or the advertising side. This book presents marketing from a holistic perspective, explaining the economic, strategic, and creative elements of marketing. The book also offers exhaustive practical tools and frameworks.

Very good book on the the topic. I like the topical development and the depth of information was just right for my purpose.

Very insightful and to the point. I needed it for my strategic marketing class, and I'm so glad I bought it.

Once installed, Chrome should start automatically.If your download does not begin, please click here to retry. Once installed, Chrome should start automatically.If your download does not begin, please click here to retry.

Great book about marketing, easy to read, useful examples, it helped me a lot. I had no idea of marketing before, but the content was very easy to understand. Thumbs up!

Great book. This book is written in a very organized way for a student taking their first Mba class but also a great reference for working professionals.

Good and solid piece of work - ideal for both personal advanced ides or academic support

Wow! This is a sensational - and very concise - book that not only covers key marketing factors but does so without the longwinded exhortations of so many other publications. I've only had a preliminary read-through, but already I'm looking at clearing out a number of bigger and much more expensive books in favour of this one. What a great find...and all thanks to a combination of Amazon Suggestions and readers reviews. There is also (available separately) 'The Marketing Plan Handbook' to complement this, and it is another wonderfully enlightening book worth having.

Zum Thema Marketing hab ich schon einiges gelesen. Aber mir ist wirklich selten ein so strukturiertes und anwendbares! Buch auf den Schreibtisch gekommen.Dieses Buch eignet sich für alle, die bereits die Grundzüge des Marketings kennen und auch schon mal was von den 4Ps gehört.Der strukturierte Ansatz folgt dem Prinzip: für ein Kapitel mit einer Fragestellung (z.B. welche Optionen gibt es für Kostensenkungen) geht der Autor sehr strukturiert durch und wendet dabei bereits bekannte Prinzipen sinnvoll darauf an.Wer sich mal gefragt hat, was man mit diesen ganzen Modelle aus dem Studium machen kann, der findet hier die beste Antwort.Das Buch ist wie ein Rezept das einem hilft nichts wesentliches zu vergessen. Wer sich daran orientiert hat definitiv nichts ausgelassen.Als Beispiel: kaum ein Marketingbuch betrachtet wirklich die Bedeutung von Partnern wie z.B. Händlern. Hier werden sie explizit betrachtet.Eine echte Kaufempfehlung!

I wouldn't recommend this textbook to anyone. The language used is so complex that even the simplest marketing concepts are difficult to comprehend. I now realise why the price was inferior to other textbooks. What a waste of money.

Muy buen libro de referencia para ir al grano en cualquier tema relacionado con el marketing. Muy práctico y completo.