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Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.
Table of 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