Alexander Chernev
Strategic Marketing Management outlines the fundamentals of marketing strategy, providing a systematic approach to marketing management. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. More important, this book offers a framework and a set of practical tools that enable managers to apply the theory to address business challenges and take advantage of market opportunities. The content of this book is organized into five major parts. The first part introduces a comprehensive framework for marketing management, which serves as the foundation for the rest of the book. Specifically, it explores the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as central components of a company’s business model, and the steps involved in developing an actionable marketing plan.The second part delves into the development of a marketing strategy that guides a company’s tactical activities. This part focuses on three fundamental aspects of marketing strategy: identifying target customers, creating a customer value proposition, and developing a value proposition for the company and its collaborators.The third part examines marketing tactics as a process of designing, communicating, and delivering value. It discusses how companies design their offerings, specifically how they develop their products and services, build their brands, set prices, and decide on promotional incentives. Additionally, it addresses how companies design their communication campaigns and manage their distribution channels to deliver their offerings to target customers.The fourth part focuses on managing growth. It examines strategies that companies use to gain and defend their market position and manage sales growth. This part further explores the process of developing new market offerings and managing product lines to create market value.The final part provides practical tools that illustrate the application of the marketing theory and frameworks advanced in this book in real-world scenarios. It includes two workbooks: one focused on identifying target customers and another outlining the development of the strategic and tactical components of a company’s business model.Strategic Marketing Management blends theoretical rigor with practical relevance to strengthen the marketing skills of a wide array of business professionals-from those creating novel market offerings to those improving on existing ones, from entrepreneurs launching a new business to professionals working in established corporations, and from managers overseeing specific products, services, and brands to senior executives responsible for their organization’s overall success.
