( 7 reviews )
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Posted: Sep 23 2008
Please note: this is not the current edition of this book. The most current edition is published by Wiley.
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Posted: Jun 20 2008
Great book! Material is presented in a very practical manner that takes basic marketing concepts and structures them into a very useful method for market analysis and execution. Easy to read with very useful information. Highly recommend!!!
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( 1 of 1 found this review helpful ) Posted: Sep 21 2007
After 25 years in the marketing profession as both a practioner and educator, I have completely changed my view of how marketing is done because of the Big Picture. The Big Picture framework will challenge the traditional Kotler school of marketing management and become the dominant approach to marketing. We use it now as our standard framework across all of our various marketing teams. What makes the Big Picture so appealing? The framework makes you determine strategy much earlier in the marketing planning process than traditional approaches. It links strategy better to core competencies, and it links strategy better to the tactical four P's of marketing than traditional approaches. On the surface, the Big Picture looks like other marketing management processes that you find in any marketing text. It has the familiar concepts: segmentation, targeting, and positiong; the 4P's, branding, customer lifetime value...it's all there. It's not until you dig deeply into the book that you begin to appreciate the richness of how things are put together. You begin to realize that "something is different here" as you begin using the framework and seeing marketing opportunities in a new light. I have used the Big Picture model in working with the most experienced, "blue chip" marketers as well as brand new marketers. The framework creates a common language between marketers and helps get alignment quicker on where to make marketing investments. Even our engineers want to learn the Big Picture to help them create new products more effectively. Once you've used the Big Picture, it's hard to go back to traditional approaches. I recommend it to business schools and corporate marketing departments as a way to unify teams and strengthen the marketing mindset.
