Wiley.com
Print this page Share
Textbook

Marketing Management: The Big Picture

Marketing Management: The Big Picture (EHEP002878) cover image

Description

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.

See More

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

See More

The Wiley Advantage

  • The Big Picture Framework: The purpose of this approach is to provide a set of materials for students to approach marketing problems by using an integrated framework and tools designed to help them analyze, prioritize, and solve.
  • Integrated Framework: Because the Big Picture approach is integrated, students never performs a single marketing activity without considering all of the other elements of the Big Picture; this integrated method encourages critical thinking and produces stronger, more effective marketers in the long run.
  • Proven Results: As consultants, the author team has implemented the Big Picture at more than twenty US and international companies including Johnson & Johnson, Ecolab, and American Express and industries like manufacturing, medical devices, retailing, financial services and airlines.
  • The Big Picture Partners website (www.bigpictureonline.com) is available to textbook adopters and provides articles, case studies and information about the authors’ current research.
  • Applications outside of the classroom: The core knowledge of the framework is absorbed quickly, and students’ learning is enhanced because they are afforded a wide variety of opportunities to see the Big Picture in action, and apply their growing knowledge and skills.
  • Real-World Case Studies: the cases in the text have been informed by experience implementing the Big Picture in real organizations.
 
See More
Instructors Resources
Wiley Instructor Companion Site
The Big Picture Simulation
a web-based simulation software tool based on the Big Picture Framework which provides an interactive business case study about Whole Foods, allowing students to apply Big Picture framework concepts in a virtual market environment and illustrates the complexity of strategic marketing issues and concepts.
Darden Business Cases
Through the Wiley Custom Select website, you can choose from thousands of cases from Darden Business Publishing to create a book with any combination of cases, Wiley textbook chapters and original material.
Instructors Resource Manual
Offers helpful teaching ideas, advice on course development, sample assignments, learning objectives, lecture outlines, class exercises, lecture notes, chapter reviews, and more!
PowerPoint Presentations
Our PowerPoint™ presentations contain a combination of key concepts allowing you to illustrate important topics with images, and figures, from the textbook
Test Bank
Test your students’ comprehension with this digital collection of fill-in-the-blank, multiple-choice, true/false, and free-response questions.
Wiley Business Facebook
Join our community and stay current with business and teaching best practices, learn about online events, and connect with colleagues from around the world. www.facebook.com/wileybusiness
Wiley Faculty Network
The Wiley Faculty Network partners with researchers and faculty to provide the support and expertise you need to design your online course and enhance your instructional efficiency. Connect with one of 80+ Wiley Faculty Network Mentors and attend Online Events and Info Sessions to receive insight and guidance that is tailored to your needs at www.WhereFacultyConnect.com.
Digital evaluation copy available for this title
Request Copy
Contact your Wiley Representative
Find Your Rep
See More
See Less
Students Resources
Wiley Student Companion Site
PowerPoint Presentations
Our PowerPoint™ presentations contain a combination of key concepts allowing you to illustrate important topics with images, and figures, from the textbook
Wiley Business Facebook
Join our community and stay current with business and teaching best practices, learn about online events, and connect with colleagues from around the world. www.facebook.com/wileybusiness
See More
See Less
Purchase Options
Wiley E-Text   
Marketing Management: The Big Picture
ISBN : 978-1-118-80119-2
432 pages
January 2014, ©2015
$64.00   BUY

Paperback   
Marketing Management: The Big Picture
ISBN : 978-1-118-01455-4
432 pages
January 2014, ©2015
$173.95   BUY

Related Titles

Back to Top