Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth

Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth

4.2 5
by Tim Calkins
     
 

ISBN-10: 0230607578

ISBN-13: 9780230607576

Pub. Date: 09/02/2008

Publisher: Palgrave Macmillan

Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong, and how to create a powerful plan that will help build a strong, profitable business.

About the Author:
Tim

Overview

Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong, and how to create a powerful plan that will help build a strong, profitable business.

About the Author:
Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management, where he teaches marketing strategy and branding. He is co-academic director of Kellogg's branding program. Tim received the 2006 Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at the Kellogg School of Management

Product Details

ISBN-13:
9780230607576
Publisher:
Palgrave Macmillan
Publication date:
09/02/2008
Edition description:
New Edition
Pages:
184
Product dimensions:
6.00(w) x 9.10(h) x 0.30(d)
Age Range:
3 Months

Table of Contents


Introduction     ix
Who Needs a Marketing Plan, Anyway?     1
Why So Many Marketing Plans Are a Waste of Time     13
What Really Matters: The One-Page Summary     27
The Best of the Best     41
The Road Map: Step by Step     47
Writing the Plan     71
The Big Show     89
Marketing Plan Template     97
Breakthrough Marketing Plan Example     115
Twenty Strategic Initiatives     129
Common Questions     149
Source Notes     163
Acknowledgments     167
Index     169

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Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth 4 out of 5 based on 0 ratings. 4 reviews.
Poetsing2 More than 1 year ago
This book was easy to understand and helped me to outline the way in which I will structure my marketing plans. The author began by providing reasons as to why marketing plans are important. Those reasons are tools that will help me as a marketer sell my work. Additionally (and more importantly) he includes a step by step explanation of all the parts included in a marketing plan. This book really helped me possess a firm grasp on what is included in a marketing plan, how to write one, and how to sell one.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Timbuk2 More than 1 year ago
What's refreshing here is that there's a lot of practical, how-to instruction packed into a fairly brief (160 pages) and easy-to-read book. Whatever your industry or occupation, whether you're in a big business or a small not-for-profit, whether you like formal written plans or dynamic PowerPoint presentations, this book can help you get there quickly and efficiently. It tells you not only what critical elements you must include, and in what sequence, but also - and maybe just as importantly - what you ought to avoid. It describes the process and chemistry of generating ideas, building consensus, ensuring acceptance, and staying current. It even provides a planning template and a sample marketing plan so you can see all the concepts put into action.