Marketing Management: The Big Picture (Paperback)

~ C. Nordhielm (Author)

Editorial Reviews

Product Description

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.

From the Inside Flap

Marketers are responsible for constructing much of the cultural landscape in which we live. It is virtually impossible to look around without experiencing a logo, a selling line or a product placement in print, radio, TV or Internet Advertising. As a consumer and citizen I may bemoan the state of a world in which billboards are more ubiquitous than trees, but as a marketing professional I have come to recognize this new landscape as a museum of carefully plotted marketing plans. As consumers, we are exposed to as many as 5,000 commercial messages each day. As marketers, we can see each of these exposures as an opportunity to learn from other marketers, thus improving our own skills.

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Product Details

• Paperback: 240 pages
• Publisher: Wiley; 2 edition (September 2, 2005)
• Language: English
• ISBN-10: 0471756687
• ISBN-13: 978-0471756682
• Product Dimensions: 8.9 x 6 x 0.4 inches
• Shipping Weight: 11.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #169,728 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Big Picture - Big Impact, September 21, 2007

By	Drew Boyd (Cincinnati) - See all my reviews (REAL NAME)

After 25 years in the marketing profession as both a practioner and educator, I have completely changed my view of how marketing is done because of the Big Picture. The Big Picture framework will challenge the traditional Kotler school of marketing management and become the dominant approach to marketing. We use it now as our standard framework across all of our various marketing teams.

What makes the Big Picture so appealing? The framework makes you determine strategy much earlier in the marketing planning process than traditional approaches. It links strategy better to core competencies, and it links strategy better to the tactical four P's of marketing than traditional approaches.

On the surface, the Big Picture looks like other marketing management processes that you find in any marketing text. It has the familiar concepts: segmentation, targeting, and positiong; the 4P's, branding, customer lifetime value...it's all there. It's not until you dig deeply into the book that you begin to appreciate the richness of how things are put together. You begin to realize that "something is different here" as you begin using the framework and seeing marketing opportunities in a new light. I have used the Big Picture model in working with the most experienced, "blue chip" marketers as well as brand new marketers. The framework creates a common language between marketers and helps get alignment quicker on where to make marketing investments. Even our engineers want to learn the Big Picture to help them create new products more effectively.

Once you've used the Big Picture, it's hard to go back to traditional approaches. I recommend it to business schools and corporate marketing departments as a way to unify teams and strengthen the marketing mindset.

8 of 9 people found the following review helpful:

5.0 out of 5 stars Good for Beginning Marketing Class, January 30, 2005

By	Gaurav Anand (Seattle, Wa United States) - See all my reviews (REAL NAME)

This review is from: Marketing Management: The Big Picture (Paperback)

Had to go through this book in the Univ of Michigan, Business School as a introductory marketing course. Gave a solid framework of marketing that I will never forget throughout my career and a good background covering all aspects and interlinks in Marketing.

3 of 3 people found the following review helpful:

5.0 out of 5 stars A book for people with a marketing problem to solve..., January 13, 2007

By	Amazon Fan "Lakeridge" (Boulder, CO USA) - See all my reviews

This review is from: Marketing Management: The Big Picture (Paperback)

Nordhielm has captured a real world solution to the elusive marketing 'problem' - written in a direct and easy to read style, she has created a systematic and effective approach to helping the reader understand and navigate the often misunderstood science of marketing. This was a pleasure to read and in the end it is making a significant difference in my business. At the risk of giving away the ending - she does get the big picture. I highly recommend this book.