This site is created by Alexander Chernev, Professor of Marketing at the Kellogg School of Management at Northwestern University, widely regarded as the top marketing school in the world. With more than 30 years of experience as a marketing theorist, adviser, and educator, Professor Chernev is a globally recognized authority on strategic marketing management, brand building, and customer experience.
His books—Strategic Marketing Management, Marketing Management: Theory and Practice, Strategic Brand Management, The Marketing Plan Handbook, The Customer Science Handbook, and The Business Model—have been translated into multiple languages and are used in business schools worldwide. He is also a co-author of the latest editions of Philip Kotler’s seminal Marketing Management textbook.
Professor Chernev is known for developing key tools and concepts such as the G-STIC framework (goal, strategy, tactics, implementation, and control) for marketing planning, the 3-V framework (company, customer, and collaborator value) for crafting an optimal value proposition, and the 7-T framework (product, service, brand, price, incentives, communication, and distribution), which reformulates the traditional marketing mix (4 Ps) and defines it as the tactical component of a company’s business model.
He teaches marketing strategy, brand management, and behavioral science in MBA, PhD, and executive education programs at the Kellogg School of Management. He has received numerous teaching awards, including the Top Professor Award from the Executive MBA Program, which he has earned fifteen times.
A sought-after expert, Professor Chernev advises companies worldwide on marketing strategy, brand management, consumer behavior, and new product development. His theories, concepts, and frameworks have been adopted by numerous organizations aiming to build and maintain a competitive edge in a rapidly evolving marketplace.
