Kellogg on Marketing (3rd Edition): The Marketing Faculty of the Kellogg School of Management by Alexander Chernev, Philip KotlerRequirements: .M4A/.M4B reader, 508 MBOverview: The ultimate marketing resource from the world’s leading scholars. From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With […]
Strategic Brand Management, 2nd Edition by Alexander ChernevRequirements: .PDF reader, 9 MBOverview: In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand […]
Mastering the Case Interview: The MBA Guide to Consulting, Marketing, and Management Case Analysis by Alexander ChernevRequirements: .ePUB reader, 880 KBOverview: 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 case interview, delineates the most common types of cases, […]
The Business Model: How to Develop New Products, Create Market Value and Make the Competition Irrelevant by Alexander ChernevRequirements: .ePUB reader, 4.2 MBOverview: 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 is that intuition is only one […]