Book 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.
Table of contents
- Cover Page
- Title Page
- Copyright
- Dedication
- ABOUT THE AUTHORS
- HOW THIS PROJECT CAME TO BE
- PREFACE
- BRIEF CONTENTS
- CONTENTS
- CHAPTER ONE: TOOLS AND RESPONSIBILITIES
- CHAPTER TWO: THE BUSINESS OBJECTIVE
- CHAPTER THREE: MARKETING OBJECTIVE
-
CHAPTER FOUR: SOURCE OF VOLUME
- IDENTIFYING THE SOURCE OF VOUME: THE FIRST STEP IN PERFORMING COMPETITIVE ANALYSES
- DEVELOPING A BENEFIT-BASED DEFINITION OF THE BUSINESS CATEGORY
- STIMULATING DEMAND: GROWING THE CATEGORY
- EARNING SHARE FROM A COMPETITOR OR A MARKET SEGMENT
- IMPORTANT DISTINCTIONS BETWEEN EARNING SHARE AND STIMULATING DEMAND
- CHOOSING A STRATEGIC FOCUS
- STRATEGIC FORECASTING: THE 4 Bs
- CHAPTER FIVE: SEGMENTATION
- CHAPTER SIX: TARGETING
- CHAPTER SEVEN: POSITIONING
- CHAPTER EIGHT: PRODUCT
- CHAPTER NINE: SERVICE AS PRODUCT
- CHAPTER TEN: MARKETING COMMUNICATIONS
-
CHAPTER ELEVEN: PRICING
- INTRODUCTION: THE MULTIDIMENSIONAL NATURE OF PRICING
- HOW COMPANIES SET PRICE: COSTS, COMPETITION, CUSTOMER, AND STRATEGY-BASED PRICING
- COST-BASED PRICING
- COMPETITIVE-BASED PRICING
- CUSTOMER VALUE-BASED PRICING
- STRATEGY-BASED PRICING
- PRICING TACTICS: TRIAL AND CONTINUITY PRICING
- PRICING AND THE BIG PICTURE
- CHAPTER TWELVE: CHANNELS
- CHAPTER THIRTEEN: INTEGRATED MARKET RESEARCH
- CHAPTER FOURTEEN: MARKETING METRICS
- GLOSSARY
- INDEX
Product information
- Title: Marketing Management: The Big Picture
- Author(s):
- Release date: January 2014
- Publisher(s): Wiley
- ISBN: 9781118014554
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