Free PDF Marketing Management: The Big Picture, by Christie L. Nordhielm
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Marketing Management: The Big Picture, by Christie L. Nordhielm
Free PDF Marketing Management: The Big Picture, by Christie L. Nordhielm
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The Big Picture is an integrated framework designed to help marketing students analyze and solve the myriad marketing problems that they will face during their careers. It emphasizes the dynamic nature of marketing by presenting key topics as a set of interrelated modules as opposed to separate chapters representing independent topics. Beginning with the high level strategic topic of business objective, it identifies areas where a person must prioritize and make dey decisions, then highlights how those decisions affect other elements of the framework. The continuous referencing of the framework and numerous illustrations of key concepts using the case analysis format encourages students to actively utilize the framework for solving marketing problems. In doing so, they internalize the approach to efficiently assess cases. The text consists of thirteen modules that move from higher level strategic topics such as business objective and marketing objective, through STP, and finally to the issue of how to integrate executional elements of product, price, distribution, and promotion with strategy.
- Sales Rank: #174806 in Books
- Published on: 2004-10-01
- Original language: English
- Number of items: 1
- Dimensions: 10.50" h x 8.25" w x .50" l, .0 pounds
- Binding: Paperback
- 150 pages
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.
Most helpful customer reviews
14 of 14 people found the following review helpful.
Big Picture - Big Impact
By Drew Boyd
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.
3 of 3 people found the following review helpful.
A book for people with a marketing problem to solve...
By Caribou
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.
10 of 11 people found the following review helpful.
Good for Beginning Marketing Class
By Kindle Customer
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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