Marketing Management The Big Picture

by Nordhielm, Christie L.; Dapena Baron, Marta

• ISBN13: 9781118014554
• ISBN10: 1118014553
• Edition: 1st
• Format: Paperback
• Copyright: 2014-01-07
• Publisher: Wiley

Summary

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.

Author Biography

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.

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