Alexander Chernev
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.
