Marketing Management The Big Picture

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.

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

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