Strategic Marketing Management 8th Edition by Alexander Chernev ISBN 1936572281 9781936572281

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Product details:

ISBN 10: 1936572281

ISBN 13: 9781936572281

Author: Alexander Chernev 

Strategic Marketing Management (8th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a comprehensive framework for articulating sound marketing strategies to guide business decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. The concepts, principles, and frameworks advanced in this book apply to a wide range of organizations, from startups to established market leaders, from packaged-goods manufacturers to value-added service providers, from nonprofit entities to for-profit corporations.

Table of contents:

PART ONE THE BIG PICTURE
Chapter 1 Marketing as a Business Discipline
Chapter 2 Marketing Strategy and Tactics
Chapter 3 The Marketing Plan

PART TWO MARKETING STRATEGY
Chapter 4 Identifying Target Customers: Segmentation and Targeting Analysis
Chapter 5 Creating Customer Value: Developing a Value Proposition and Positioning
Chapter 6 Creating Company Value: Managing Revenues, Costs, and Profits
Chapter 7 Creating Collaborator Value: Managing Business Markets

PART THREE MARKETING TACTICS
Chapter 8 Managing Products and Services
Chapter 9 Managing Brands
Chapter 10 Managing Price
Chapter 11 Managing Incentives
Chapter 12 Managing Communication
Chapter 13 Managing Distribution

PART FOUR MANAGING GROWTH
Chapter 14 Gaining and Defending Market Position
Chapter 15 Managing Sales Growth
Chapter 16 Managing New Products
Chapter 17 Managing Product Lines

PART FIVE STRATEGIC MARKETING WORKBOOKS
Chapter 18 Segmentation and Targeting Workbook
Chapter 19 Business Model Workbook
Chapter 20 Positioning Statement Workbook

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Tags: Alexander Chernev, Strategic, Marketing, Management