ISBN-10:
1118014553
ISBN-13:
9781118014554
Pub. Date:
12/31/2013
Publisher:
Wiley
Marketing Management: The Big Picture / Edition 1

Marketing Management: The Big Picture / Edition 1

by Christie L. Nordhielm, Marta Dapena-Baron

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Overview

Marketing Management: The Big Picture / Edition 1

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.

Product Details

ISBN-13: 9781118014554
Publisher: Wiley
Publication date: 12/31/2013
Edition description: New Edition
Pages: 432
Sales rank: 702,667
Product dimensions: 7.40(w) x 9.20(h) x 0.60(d)

About the Author

Christie Nordhielm is an Associate Professor of Marketing at the University of Michigan Business School. Nordhielm is a recognized marketing consultant and trainer, and has worked for a variety of multinational organizations. She has recently worked with American Express, W.J. Wrigley, Sprint, and Jim Beam Brands Worldwide. She has also consulted for a variety of domestic and mid-sized companies. In addition to her consulting work, Nordhielm lectures extensively both domestically and abroad. Nordhielm's expertise on a variety of marketing issues is often sought by publications such as the Wall Street Journal, Advertising Age, Business Week and other print and television media outlets. In addition to her publications in academic journals, Nordhielm has published in the Harvard Business Review. Professor Nordhielm's work is also presented in her forthcoming book, Marketing Management: The Big Picture, to be published by Thomson/Southwestern in October, 2004. Nordhielm has received numerous teaching awards and recognition as an educator. In 2003, the Northwestern University's Kellogg School of Management student body recognized her with the highest honor given to a Professor for teaching excellence, the Lavengood Outstanding Professor of the Year award. Prior to joining the faculty of the University of Michigan, Nordhielm was an Assistant Professor at the Kellogg School of Management at Northwestern University. She was also a Lecturer in Marketing at the University of Chicago Graduate School of Business, where she earned her PhD in Marketing and Behavioral Science in 1998.

Table of Contents

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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