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
Identifying Target Customers, Part 2: Tactical Targeting
This episode unpacks tactical targeting—how companies translate strategic choices into effective, cost-efficient ways of reaching customers. It highlights customer profiles (demographic, geographic, …
Identifying Target Customers, Part 1: Strategic Targeting
This episode explores why choosing the right target customers is the cornerstone of an effective marketing strategy. It distinguishes between strategic targeting (deciding whose needs to fulfill) and…
Developing a Marketing Plan
This episode explores the structure and purpose of a marketing plan, positioning it as the central tool for guiding and coordinating a company’s marketing efforts. It highlights the plan’s three prim…
The G-STIC Framework for Marketing Management
This episode introduces the G-STIC framework—Goal, Strategy, Tactics, Implementation, and Control—as the foundation for effective marketing planning. It explains how clear goals set direction, strate…
Marketing Strategy and Tactics
This episode explains how strategy and tactics form the backbone of a company’s business model. Strategy defines the target market and value proposition, while tactics—captured in the 7-T Framework (…
Marketing as a Business Discipline
This episode defines marketing as both an art and a science, emphasizing its role as a creator of value and growth driver for organizations. It dispels common misconceptions—such as equating marketin…