Educate
The Big Picture is an integrated framework designed to help managers analyze and solve the myriad customer problems they will face throughout their careers. The framework consists of thirteen modules that offer an integrated strategy-through-execution process. The framework approaches strategic marketing as a system where changes in one aspect of the strategic plan affect other aspects, and where strategic decisions have executional ramifications. This interrelatedness of the modules forces a discipline and unity of purpose that results in efficient decision making. A key advantage of the Big Picture vis-à-vis traditional approaches to strategic marketing lies in the economies it brings to decision making: once the strategic decisions have been taken, executional decisions (products and services; pricing; distribution, and communications) flow out the framework. Implementation of this new disciplined approach to marketing strategy allows managers to continuously test hypotheses and learn from mistakes while replicating successes.
Big Picture managerial seminars are offered in a variety of formats and are generally taught in periods ranging from one to five days.
Testimonials
"This is the best marketing class I have ever taken"
(senior marketing manager of Fortune 50 US Company)
"The Big Picture is the most creative approach to marketing strategy I have encountered in my marketing career"
The Book
The Big Picture framework is the subject of a book, Marketing Management: The Big Picture, published by Wiley & Sons. The Big Picture textbook is used for teaching across top MBA and executive education programs, including those at the Kellogg School of Management at Northwestern University and the University of Michigan's Ross School of Business.
