Marketing Management: The Big Picture

The Big Picture is an integrated framework designed to help marketing students analyze and solve the myriad marketing problems that they will face during their careers. It emphasizes the dynamic nature of marketing by presenting key topics as a set of interrelated modules as opposed to separate chapters representing independent topics. Beginning with the high level strategic topic of business objective, it identifies areas where a person must prioritize and make dey decisions, then highlights how those decisions affect other elements of the framework. The continuous referencing of the framework and numerous illustrations of key concepts using the case analysis format encourages students to actively utilize the framework for solving marketing problems. In doing so, they internalize the approach to efficiently assess cases. The text consists of thirteen modules that move from higher level strategic topics such as business objective and marketing objective, through STP, and finally to the issue of how to integrate executional elements of product, price, distribution, and promotion with strategy.