000			02451nam a22002177a 4500
999			_c4065 _d4065
005			20221129161919.0
008			221129b ||||| |||| 00| 0 eng d
020			_a9781119712060
082			_a658.4012 _bDAP
100			_aDapena-Baron, Marta _99270
245			_aBig picture strategy: _bthe six choices that will transform your business
260			_bJohn Wiley & Sons, Inc. _aNew Jersey _c2021
300			_axiv, 250 p.
365			_aUSD _b24.95
504			_aTABLE OF CONTENTS Introduction vii 1 Your Strategy, Your Choices 1 2 Four Go-to-Market Strategies 25 3 Brands 47 4 The Business Category 75 5 Bodies: The Customer Focus 99 6 Customer Beliefs 125 7 Behaviors: Designing Brand Customer Experiences 157 8 Benchmarks: Learning from Our Work 197 Notes 219 Acknowledgments 227 About the Author 229 Index 231
520			_aDESCRIPTION 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.
650			_aStrategic planning _9291
650			_aBusiness planning _9967
650			_aDecision making _9401
942			_2ddc _cBK