Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.
Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.
Dr. Chernev’s research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.
Based on research impact, Dr. Chernev was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and the Journal of Business Research, and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education.
Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs’ Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program, which he received ten times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.
Consumer decision making and choice
Brand management, marketing strategy, consumer decision making and choice
**This course was formerly known as MKTG-925-0**The course will focus on the basic building blocks of growing and managing a brand, as well as on advanced and specialized topics of brand management. We will examine how companies create brands that connect with customers by understanding customer values and lifestyles as well as how companies execute marketing strategies to build strong brands.