Marketing Management: The Big Picture

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 marketing topics as a set of interrelated modules as opposed to separate chapters representing independent topics. Beginning with the high level strategic topic of corporate objective, it identifies areas where students must prioritize and make key 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 and thus internalize the approach.