I had heard of Northwestern's Alexander Chernev, but had not read anything by him. Though $40 for a 200-page soft cover book is steep, I've not regretted the purchase.
This is a worthwhile management handbook for any executive, marketing or otherwise, who wants to understand marketing without the hype. It focuses on the principles of marketing management - formulating, executing, and tuning strategy and tactics. It is all meat, and no fat, containing neither fluff nor 5-step "how to" formulas that are so disappointingly popular in marketing releases.
Rather, it is a tight, well-organized work that presents marketing in practical, understandable frameworks. Chernev sees marketing as a structured, disciplined business function. He gets good marks for making his case. Distilling 40 years of marketing research and theory, the book crystallizes it into a presentable and logical format. While only 200 pages, it is not a quick or necessarily easy read: it has a decidedly academic bent. Yet, anyone who enjoys authors like Peter Drucker, though, will find it quite readable.
While not the last word on marketing, compared to what else is out there it deserves 5 stars.