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.
Contents
- Chapter 1 - Tools and Responsibilities
- Chapter 2 - The Business Objective
- Chapter 3 - The Marketing Objective: Customer Focus
- Chapter 4 - Source of Volume: Competitive Focus
- Chapter 5 - Segmentation
- Chapter 6 - Targeting
- Chapter 7 - Positioning
- Chapter 8 - Product
- Chapter 9 - Service as Product
- Chapter 10 - Marketing Communications
- Chapter 11 - Pricing
- Chapter 12 - Channels
- Chapter 13 - Integrated Market Research
- Chapter 14 - Marketing Metrics
Book Details
- Paperback: 405 pages
- Publisher: Wiley; 1 edition (c2015 | Published)
- Language: English
- ISBN-10: 1118014553
- ISBN-13: 978-1118014554
- Product Dimensions: 9.1 x 7.4 x 0.5 inches
- List Price: $158.95