Big Picture Strategy: The Six Choices That Will Transform Your Business

ISBN-13: 9781119712060 / Angielski / Twarda / 2021 / 272 str.

Marta Dapena Baron

Spis treści

Introduction vii1 Your Strategy, Your Choices 12 Four Go-to-Market Strategies 253 Brands 474 The Business Category 755 Bodies: The Customer Focus 996 Customer Beliefs 1257 Behaviors: Designing Brand Customer Experiences 1578 Benchmarks: Learning from Our Work 197Notes 219Acknowledgments 227About the Author 229Index 231

O autorze

MARTA DAPENA BARÓN is President of The Big Picture Partners, an executive training and marketing strategy firm. She is a coauthor of Marketing Management: The Big Picture and coaches over 1,000 executives each year on the subject of commercial strategy.