The purpose of the Big Picture is to provide a set of materials that will enable students of marketing to attack marketing problems by utilizing an integrated framework and associated tools designed to help them analyze, prioritize, and then solve these problems. Utilizing the Big Picture framework the reader utilizes fact, logic and assumptions to identify key marketing variables, priortize marketing problems, and express the solutions to these problems in a clear and concise manner. This process is easily grasped by readers, allowing them to quickly begin assessing marketing problems. The simplicity of the approach enables readers to “practice” marketing on an ongoing basis: they quickly find themselves evaluating marketing problems the
Price: $ 23.99
