Marketing Management: The Big Picture

by Christie L. Nordhielm

Now in its second edition, this engaging book provides readers with a set of tools that will enable them to attack marketing problems and find innovative solutions. It presents an integrated framework that is designed to help them analyze, prioritize, and then solve these problems. With this "Big Picture" approach, they?ll gain a better understanding of how they affect and are affected by the decisions that are made. This leads to stronger, more effective marketing in the long run.

Genres: Business

240 pages, Paperback

First published January 1, 2005

Reviews

[Kristina Clark · Rating 3 out of 5]

I like the concept of the Big Picture, but find this book to be only slightly helpful. I've seen some pages from the accompanying workbook and find them extremely helpful in the process. I think the book would be better if it combined the two.

[Cari · Rating 3 out of 5]

Reads like a college textbook. Would have been better with more examples and less theory.