英國《金融時報》評選為史上最偉大的商管書籍之一。繼13版加入品牌管理大師Kevin Lane Keller為第二作者後，16版也加入西北大學凱洛管理學院的行銷教授Alexander Chernev為第三作者，全書大幅改版，精煉為21章，介紹...... more

The world of marketing is changing every day — and in order for students to have a competitive edge,... more

Strategic Marketing Management outlines the fundamentals of marketing strategy, providing a systemat... more

Strategic Marketing Management outlines the fundamentals of marketing strategy, providing a systemat... more

Creating impactful customer experiences is at the core of a company’s business model. However, the p... more

In Strategic Brand Management, Alexander Chernev, a professor of marketing at the Kellogg School of Management at...... more

Creating impactful customer experiences is at the core of a company’s business model. However, the p... more

In Strategic Brand Management, Alexander Chernev, a professor of marketing at the renowned Kellogg School of Management...... more

Mastering the Case Interview (10th edition) offers detailed advice on how to ace the case interview.... more

Mastering the Job Interview (10th edition) provides in-depth guidance on how to develop a winning in... more

Having learnt the basic moves, how exactly should a player improve? In this much loved classic, Irving Chernev explains...... more

"An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA... more

Borislav Chernev, through an insightful and in-depth analysis of primary sources and archival material, argues that...... more

A prince in one of Russia’s most exalted noble families, Grigorii N. Trubetskoi was a unique and con... more

An instructional book for chess players who have mastered the basics and now want to take their game... more

resolution, described and diagrammed in the clearest possible manner for players of every level of skill. As Irving Chernev...... more

. Irving Chernev communicates in his notes the mystery and wonder as well as the delight in discovering again and again the...... more

Irving Chernev’s outstanding chess books earn him a high rank among the world’s top chess authors. In this...... more

This book presents the latest research on national brand and private label marketing - in a collecti... more

Customer Science examines the strategic principles that define the customer experience. Building on ... more

Customer Science builds on the latest findings in behavioral economics and social psychology to offe... more

Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisc... more

successful chess writers of all time. Irving Chernev blends anecdotes with his observations on inspiring moves and combinations...... more