Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands. Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth. Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of: The critical choices that leaders must make to define a marketing strategy and to align their teams to be able to execute on it The four strategies companies use to launch and grow brands successfully How to use strategy-integrated metrics to promote continuous learning in organizations How to increase communications efficiency in commercial organizations through the use of a common vocabulary to frame customer-based issues Unlike many of its competitors, Big Picture Strategy does not pretend that your organization has unlimited resources or capacity to pursue every area of possible strategic advantage. Instead, the author lays out a systematic and integrated choice-based framework that will drive growth in your organization for years to come.
This custom publication has been prepared using material from : Christie L. Nordhielm , Marta Dapena-Baron, 2015, Marketing management: the big picture (ISBN 9781118014554) and Greg Elliott, Sharyn Rundle-Thiele, David Waller, 2015, Marketing, 3rd ed (ISBN 9781118624173).
Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands. Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth. Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of: The critical choices that leaders must make to define a marketing strategy and to align their teams to be able to execute on it The four strategies companies use to launch and grow brands successfully How to use strategy-integrated metrics to promote continuous learning in organizations How to increase communications efficiency in commercial organizations through the use of a common vocabulary to frame customer-based issues Unlike many of its competitors, Big Picture Strategy does not pretend that your organization has unlimited resources or capacity to pursue every area of possible strategic advantage. Instead, the author lays out a systematic and integrated choice-based framework that will drive growth in your organization for years to come.
Marketing Management: The Big Picture organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.
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