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Marketing Management

Christie L. Nordhielm, Marta Dapena-Baron · ISBN 9781118014554
Marketing Management | Zookal Textbooks | Zookal Textbooks
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Publisher John Wiley & Sons Inc (US)
Author(s) Christie L. Nordhielm / Marta Dapena-Baron
Subtitle The Big Picture
Edition 1
Published 27th December 2013
Related course codes

The Big Picture

Marketing Management: The Big Picture offers a complete
overview of an integrated strategy-through-execution process. The
framework allows students to understand strategic marketing as a
system where changes in one aspect of the plan affect other
aspects, and where strategic decisions have executional
consequences. The interrelatedness of the text's 14 modules
encourages unity of purpose that results in efficient decision
making.


Throughout the text, the authors provide a set of materials that
will enable students to attack marketing problems by utilizing an
integrated framework and associated tools designed to help them
analyze, prioritize, and then solve these problems. The simplicity
of the Big Picture Framework enables students to
?practice? outside the classroom as well-- finding
themselves evaluating marketing problems they encounter in their
daily lives through the lens of the Big Picture
framework. 


Properly applied, the framework allows students to reduce the
uncertainty associated with marketing decisions, and increase their
ability to generate a wider range of solutions to the specific
problem. Perhaps more importantly, the framework enables the
marketer to assess decisions on an ongoing basis, thereby engaging
in a process of continuous evaluation and learning.

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