The Marketing Plan Handbook  (6th Edition) presents a streamlined approach to writing succinct and meaningful marketing plans. By offering ...

New product success is often attributed to intuition. Yet, while some products born from intuition do make it big, many others crash and burn. The reason ...

Strategic Marketing Management: The Framework  delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management ...

Product Assortment and Consumer Choice examines existing literature and builds on the current theoretical developments across different research domains ...

Customer Science  examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral ...

Mastering the Case Interview (9th edition) offers detailed advice on how to ace the case interview. This book outlines the general principles of managing ...

The Marketing Plan Handbook (5th Edition) can benefit managers in all types of organizations. For startups and companies considering bringing new products ...

Strategic Marketing Management (9th Edition) outlines the essentials of marketing theory and offers a structured approach to identifying, understanding ...

In  Strategic Brand Management  (3rd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern ...