Strategic Marketing Management
This podcast is based on Strategic Marketing Management by Alexander Chernev, professor of marketing at the Kellogg School of Management at Northwestern University. It presents the core principles of marketing strategy through a structured approach to marketing management, blending theoretical insight with practical application. The content is designed to strengthen the skills of professionals across diverse roles—whether they are creating new market offerings or refining existing ones, launching startups or working within established companies, managing products, services, and brands, or leading at the executive level.
- Update frequency
- every day
- Average duration
- 42 minutes
- Episodes
- 26
- Years Active
- 2025
The Business Model Workbook
This episode breaks down how business models define value creation for customers, collaborators, and companies. It introduces the Market Value Map, which integrates strategy and tactics into a struct…
Segmentation and Targeting Workbook
This episode explains how companies can systematically identify and select target customers through a structured eight-step process. It covers strategic targeting, tactical targeting, and final segme…
Managing Product Lines
This episode explores how companies manage multiple offerings to maximize customer value and business performance. It discusses product-line extensions, brand portfolios, and the tradeoffs of breadth…
Developing New Market Offerings
This episode examines how companies create value through innovation and new product development. It covers the stages of the innovation process, from idea generation and concept testing to product la…
Managing Sales Growth
This episode explores strategies for driving organic sales growth by managing adoption among new customers and usage among existing ones. It introduces the adoption funnel—awareness, attractiveness, …
Gaining and Defending Market Position
This episode examines how companies build and protect competitive advantage in dynamic markets. It explores offensive strategies such as differentiation, innovation, and market expansion, alongside d…
Managing Distribution
This episode examines how distribution channels create value by connecting companies with customers. It explains direct, indirect, and hybrid channel structures, along with the benefits and risks of …
Managing Communication, Part 2
This episode dives into the tools and platforms of communication, from mass media and digital channels to personal selling and public relations. It highlights the strengths and limitations of each, s…
Managing Communication, Part 1
This episode introduces marketing communication as a key driver of customer awareness and preference. It covers the objectives of communication, the message design process, and the choice of communic…
Managing Incentives
This episode examines how monetary and non-monetary incentives shape customer behavior and company performance. It discusses price discounts, rebates, loyalty programs, contests, and premiums, weighi…
Managing Price, Part 2
This episode explores the fundamentals of marketing communication and its role in shaping customer perceptions. It covers the goals of communication—informing, persuading, and reminding—and the diffe…
Managing Price, Part 1
This episode explores the foundations of pricing decisions and their role in creating customer value. It covers psychological and economic aspects of customer willingness to pay, perceived fairness, …
Managing Brands, Part 2: Defining Brand Attributes, Crafting Brand Architecture, and Managing Brands over Time
This episode dives deeper into brand design and portfolio management. It examines brand identifiers (name, logo, motto, characters, soundmarks, product design, packaging) and associations that shape …
Managing Brands, Part 1: Brand Image, Brand Power, and Brand Equity
This episode introduces brands as one of the most powerful drivers of customer value and company growth. It explains the core functions of brands—identifying offerings, creating associations, buildin…
Managing Services
This episode looks at the unique challenges of managing services compared to products. It covers the four defining features of services—intangibility, variability, inseparability, and perishability—a…
Managing Products
This episode explores how companies manage products as part of their market offerings. It highlights the difference between core and augmented products, discusses the product life cycle from launch t…
Creating Company Value
This episode explores how businesses generate value not only for customers but also for the company itself. It explains the distinction between topline (revenues) and bottom-line (profits) impact, an…
Creating Customer Value, Part 2: Developing a Positioning Strategy
This episode focuses on positioning as the art of shaping how customers perceive an offering. It contrasts single-benefit, multi-benefit, and holistic positioning strategies, and explores when each i…
Creating Customer Value, Part 1: Crafting the Value Proposition
This episode explains how companies design compelling value propositions by balancing benefits and costs across functional, psychological, and monetary dimensions. It introduces the idea of benefit l…
Identifying Target Customers, Part 3: Segmenting the Market
This episode unpacks tactical targeting—how companies translate strategic choices into effective, cost-efficient ways of reaching customers. It highlights customer profiles (demographic, geographic, …