Alexander Chernev is a Professor of Marketing at the Kellogg School of Management at Northwestern University, widely recognized as the leading marketing school in the world. He holds a Ph.D. in psychology from Sofia University and a second Ph.D. in business administration from Duke University. With more than 30 years of experience as a marketing theorist, adviser, and educator, he is a globally respected authority on strategic marketing management, brand building, and customer experience.

Professor Chernev’s research has been published in the top marketing journals and is frequently cited in both business and popular media, including Scientific American, Associated Press, BusinessWeek, Forbes, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has been ranked among the top ten most prolific scholars in leading marketing journals and among the top five marketing academics in consumer behavior, according to a global survey of marketing faculty.
His books—Strategic Marketing Management, Marketing Management: Theory and Practice, Strategic Brand Management, The Marketing Plan Handbook, The Customer Science Handbook, and The Business Model—have been translated into multiple languages and are used in business schools worldwide. He is also a co-author of the latest editions of Philip Kotler’s seminal Marketing Management textbook.

Professor Chernev is known for developing key tools and concepts, including the G-STIC framework (goal, strategy, tactics, implementation, and control) for marketing planning; the 3-V framework (company, customer, and collaborator value) for crafting an optimal value proposition; and the 7-T framework (product, service, brand, price, incentives, communication, and distribution), which reformulates the traditional marketing mix (the 4 Ps) and defines it as the tactical component of a company’s business model.

He teaches the foundational Marketing Strategy course in the Kellogg Executive MBA program and Strategic Brand Management, one of the program’s most popular electives. He also leads several executive education courses, including Building Strong Brands and Managing the Customer Experience, as well as a PhD-level course in Behavioral Science. He has received numerous teaching awards, including the Top Professor Award from the Executive MBA Program, which he has earned fifteen times.

A sought-after expert and speaker, Professor Chernev advises companies worldwide on marketing strategy, brand management, new product development, and customer experience management. His theories, concepts, and frameworks are used by organizations around the world. His clients include Fortune 500 companies aiming to strengthen and protect their market positions, such as Google, Microsoft, Oakley, Walmart, AbbVie, and AstraZeneca, as well as startups aiming to define their business models.

He serves as an expert on legal matters involving marketing strategy, consumer behavior, trademark infringement, and brand valuation. His clients include Sidley Austin LLC, the International Centre for Settlement of Investment Disputes at the World Bank, Calfee, Halter & Griswold LLP, and Dickinson Wright LLC.

Kellogg School of Management, 2211 Campus Drive, Evanston, IL 60208
ach@kellogg.northwestern.edu
https://www.linkedin.com/in/alexander-chernev-2927418/