This custom publication has been prepared using material from : Christie L. Nordhielm , Marta Dapena-Baron, 2015, Marketing management: the big picture (ISBN 9781118014554) and Greg Elliott, Sharyn Rundle-Thiele, David Waller, 2015, Marketing, 3rd ed (ISBN 9781118624173).
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.
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