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Marketing Management: The Big Picture Paperback – September 2, 2005

ISBN-13: 978-0471756682 ISBN-10: 0471756687 Edition: 2nd
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Editorial Reviews

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.

From the Back Cover

"The Big Picture is the most valuable tool in my b-school toolbox. I've used it not only in marketing classes, but in strategy classes, entrepreneurship classes, and even finance, because it really helps me ask the right questions and stucture my thinking. Perhaps most importantly, it is a tool that is going to give me an edge when I leave school and start my career as a management consultant"

-Jesse Marmon, Kellogg MBA 2003

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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: 6.2 x 0.5 x 9.1 inches
  • Shipping Weight: 11.2 ounces
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #289,386 in Books (See Top 100 in Books)

Customer Reviews

4.2 out of 5 stars
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Most Helpful Customer Reviews

13 of 13 people found the following review helpful By Drew Boyd on September 21, 2007
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.
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10 of 11 people found the following review helpful By Kindle Customer on January 30, 2005
Format: 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.
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3 of 3 people found the following review helpful By Caribou on January 13, 2007
Format: Paperback Verified Purchase
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.
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4 of 5 people found the following review helpful By Wolverine on June 20, 2008
Great book! Material is presented in a very practical manner that takes basic marketing concepts and structures them into a very useful method for market analysis and execution. Easy to read with very useful information. Highly recommend!!!
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1 of 1 people found the following review helpful By NHFardog on January 7, 2013
Verified Purchase
This so far has been the best books I've read while studying for my MBA. I really like how the author does not follow the standard rhetoric for teaching marketing. Instead, she constructs a logical method for analyzing marketing problems and challenges (aka. "The Big Picture"). The author does a fantastic job of highlighting several key points in traditional marketing concepts and organizes them in a nice easy to follow framework.

This book not only helped me in marketing, but in general day to day business life as well. The book shows a clear way to make sure all decisions made by management (marketing or otherwise) always link back to the main strategic goal, vision, and core competencies of the organization.

It's also very well written and interesting.
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