Alexander Chernev, Ph.D., is a marketing professor at the Kellogg School of Management, Northwestern University. He is the author of Strategic Marketing Management and The Marketing Plan Handbook. His research has been published in the leading marketing journals and he has been frequently quoted in the business and popular press. Dr. Chernev advises companies on issues of marketing strategy, business innovation, branding, and customer management. Readers can follow him on LinkedIn and twitter.