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.
Book Details:
- Author: Christie L. Nordhielm
- ISBN: 9781118014554
- Year Published: 2015
- Pages: 432
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
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.
Christie Nordhielm (Univ. of Michigan) developed the “Big Picture” framework that is the backbone of this text. The Big Picture is an integrated framework designed to help managers analyze and solve the myriad customer problems they will face throughout their careers. The framework consists of eleven modules that offer an integrated strategy-through-execution process.
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.