Overview

Marketing Management: Theory and Practice provides a systematic overview of the fundamentals of marketing theory, defines the core principles of marketing management, and presents a value-based framework for developing viable market offerings. This theory is grounded in the view of marketing as a value-creation process essential to any business enterprise. The discussion of marketing theory is complemented by practical tools that help managers apply the generalized frameworks to address specific business challenges and capture market opportunities.The marketing theory outlined in this book applies to a broad range of companies-startups and established enterprises, consumer packaged goods companies and business-to-business firms, high-tech and low-tech ventures, online and brick-and-mortar businesses, product manufacturers and value-added service providers, as well as nonprofit and profit-driven organizations. This book combines theoretical rigor with practical relevance to strengthen the marketing skills of a wide spectrum of business professionals-from those creating new market offerings to those enhancing existing ones, from entrepreneurs launching new ventures to managers in established corporations, and from product managers to senior executives.

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9781936572960

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Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. His research has been published in leading marketing journals and frequently cited in both the business and popular press. He has been ranked among the top ten most prolific scholars by the Journal of Marketing and among the top five marketing faculty in the field of consumer behavior by a global survey published in the Journal of Marketing Education. His books have been translated into multiple languages and are used in top business schools around the world. He teaches marketing strategy, brand management, and behavioral science across a wide range of programs, including MBA, Executive MBA, PhD, and executive education. He has received numerous teaching awards, including the Top Professor Award from the Kellogg Executive MBA Program, which he has won fifteen times. In addition to his research and teaching, he has served as an Academic Trustee and Academic Fellow of the Marketing Science Institute and advises companies worldwide on issues related to marketing strategy, brand management, and behavioral science.

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