Essential Marketing Concepts and Frameworks

by Alexander Chernev

Written by one of the top professors at Northwestern's Kellogg School of Management, this book offers a systematic and up-to-date perspective on the key frameworks and concepts commonly used in... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0979003938
• ISBN13: 9780979003936
• Release Date: January 2008
• Publisher: Brightstar Media, Inc.
• Length: 88 Pages
• Weight: 1.65 lbs.
• Dimensions: 0.2" x 7.5" x 9.3"

Customer Reviews

Essential Marketing Concepts and Frameworks

Excellent book regarding strategic marketing concepts. This book provides an in-depth look into all the latest and traditional strategic marketing strategies that are use in today's fast moving business world. The case studies are hard hitting. The book is well written going into the limitations to the applications of each marketing concept. For anyone who is attending a good MBA program I recommend this book highly. Lastly, what is most impressive about this book is the definition sections breaking down what is what. It even shows the analytical theories in all their vast uses. Bottom-line, buy it. I read this book at least once a week. It is a personal lifetime reference for me now.

A very crisp and powerful marketing reference guide

"Essential Marketing Frameworks and Concepts" is providing the key marketing frameworks and concepts necessary for marketing analysis in a very clear and structured way. I believe, this book is a must-have for the libraries of managers, management consultants, and marketers.