Marketing Management: The Big Picture

Marta Dapena Baron is the Founder and President of Big Picture Partners, a marketing strategy executive training and coaching firm. She works with leading companies across technology and healthcare, helping them close the gap between their commercial strategy and executional efforts. She also partners with global executives to help them lift the commercial competency of their organizations. She has held executive positions at GE Capital and ABN AMRO Band and worked as a consultant for McKinsey & Co. She has also taught marketing at the Ross School of Business, at the University of Michigan and at the Johnson School of Business at Cornell University. She holds a Doctorate in Education from the University of Pennsylvania and an MBA in Finance and International Business from the University of Chicago. Christie Nordhielm is an Associates Professor of Marketing at the University of Michigan Business School, where she oversees the core marketing Program and serves as the Director for the Marketing Center of Excellence for Executive Education. Prior to joining to 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.

Marketing Management: The Big Picture offers a complete overview of an integrated strategy-through-execution process. The framework allows students to understand strategic marketing as a system where changes in one aspect of the plan affect other aspects, and where strategic decisions have executional consequences. The interrelatedness of the text's 14 modules encourages unity of purpose that results in efficient decision making.

Throughout the text, the authors provide a set of materials that will enable students to attack marketing problems by utilizing an integrated framework and associated tools designed to help them analyze, prioritize, and then solve these problems. The simplicity of the Big Picture Framework enables students to “practice” outside the classroom as well-- finding themselves evaluating marketing problems they encounter in their daily lives through the lens of the Big Picture framework. 

Properly applied, the framework allows students to reduce the uncertainty associated with marketing decisions, and increase their ability to generate a wider range of solutions to the specific problem. Perhaps more importantly, the framework enables the marketer to assess decisions on an ongoing basis, thereby engaging in a process of continuous evaluation and learning.

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Wiley’s Digital Advantage

Did you know this book is available as a Wiley E-Text?

E-textbooks offer the complete content of the printed textbook on the device of your preference―computer, iPad, tablet, or smartphone―giving you the freedom to read or study anytime, anywhere.

For Instructors:

Wiley E-Texts allow you to save your teaching notes within the digital version of the printed textbook. Now you can have one digital library to take to and from the classroom for all of the courses you teach.

For Students:

Wiley E-Texts offer a more affordable alternative to traditional print. You can access course materials and content anytime, anywhere through a user experience that makes learning rewarding.