  We identify a certain universal Landau-Ginzburg model as a mirror of the big
equivariant quantum cohomology of a (not necessarily compact or semipositive)
toric manifold. The mirror map and the primitive form are constructed via
Seidel elements and shift operators for equivariant quantum cohomology.
Primitive forms in non-equivariant theory are identified up to automorphisms of
the mirror.
