Marketing Management: The Big Picture Book

The purpose of the Big Picture is to provide a set of materials that will enable students of marketing to attack marketing problems by utilizing an integrated framework and associated tools designed to help them analyze, prioritize, and then solve these problems. Utilizing the Big Picture framework the reader utilizes fact, logic and assumptions to identify key marketing variables, priortize marketing problems, and express the solutions to these problems in a clear and concise manner. This process is easily grasped by readers, allowing them to quickly begin assessing marketing problems. The simplicity of the approach enables readers to "practice" marketing on an ongoing basis: they quickly find themselves evaluating marketing problems they encounter in their daily lives through the lens of the Big Picture. This is perhaps the single greatest advantage of this approach compared with that of traditional marketing texts. The core knowledge of the framework is absorbed quickly, and this knowledge thus resides in the reader's mind instead of in the book. Since the Big Picture approach is integrated, the reader never considers a single marketing activity (for example, pricing) without considering how decisions in this area affect all other areas of the Big Picture.Read More