Marketing Management: The Big Picture

ISBN: 9781118014554

Marketing Management: The Big Picture allows you to understand strategic marketing in a big picture context. You will learn to think several moves ahead and anticipate how changes in one aspect of the marketing plan affect other aspects, and where strategic decisions have executional consequences. The 14 parts of the book are all connected, allowing you to build your Big Picture thinking as you work your way through this marketing text.

Features

  • Integrated Framework: Because the Big Picture approach is integrated, each marketing activity you preform will make you consider all of the other elements of the Big Picture, encouraging critical thinking.
  • Real-World Case Studies: The cases in the text have been informed by experience implementing the Big Picture in real organisations.
  • Access to student companion site materials, including PowerPoints and a Facebook business community page.
Professor Christine Nordhielm is a world-renowned consultant and speaker in the areas of Strategic Marketing and Advertising. She is a founding partner of Big Picture Partners, and consultancy that works with companies worldwide to implement the Big Picture Framework. Her clients include GE, Johnson & Johnson, Ecolab, American Express and a large number of small and medium-size companies worldwide. She began her teaching career on the faculty of the top-ranked Marketing Department at the Kellogg School at Northwestern University, where she was selected by students in the full-time MBA program as the L.G. Lavengood Outstanding Professor of the Year. She has also served on the Faculty at the University of Chicago, and is currently an Associate Professor of Business at the Stephen M. Ross School of Business at the University of Michigan, where she teaches Social Impact Marketing, Introduction to Business, and a number of executive education programs on Marketing Strategy.

Professor Marta Dapena-Baron: As a founding partner of The Big Picture Partners, a strategy and marketing consulting firm, Marta Dapena-Baron has extensive strategy and marketing professional experience working in an executive and advisory capacity for a variety of US and international firms. Her work helps clients close the gap between their strategic and executional efforts. In her class, she uses the Big Picture framework to teach student entrepreneurs how to be solidly based in logic as they navigate the major decisions that must be executed in order to successfully launch and run a business.

1. Tools and Responsibilities
2. The Business Objective
3. The Marketing Objective: Customer Focus
4. Source of Volume: Competitive Focus
5. Segmentation
6. Targeting
7. Positioning
8. Product
9. Service as Product
10. Marketing Communications
11. Pricing
12. Channels
13. Integrated Market Research
14. Marketing Metrics
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E-Text: 9781118801192
Textbook: 9781118014554