Marketing Management: The Big Picture - Softcover

Nordhielm, Christie L.; Dapena Baron, Marta

Softcover

ISBN 10: 1118014553 ISBN 13: 9781118014554

Publisher: Wiley, 2014

Synopsis

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.

About this title

About the Author:

Christie Nordhielm is an Associates Professor of Marketing at the University of Michigan Business School, where she oversees the core marketing Program and serves as the Director for the Marketing Center of Excellence for Executive Education. Prior to joining to faculty of the University of Michigan, Nordhielm was an Assistant Professor at the Kellogg School of Management at Northwestern University. She was also a Lecturer in Marketing at the University Of Chicago Graduate School Of Business, where she earned her PhD in Marketing and Behavioral Science in 1998.

About this edition

• Publisher: Wiley
• Publication date: 2014
• ISBN 10: 1118014553
• ISBN 13: 9781118014554
• Binding: Paperback
• Edition number: 1
• Number of pages: 432