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

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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

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Editorial Reviews

From the Publisher

"Tim Calkins tells what really goes on, and what should go on to on to prepare a winning marketing plan. I highly recommend this book to marketing and brand managers to help them create really pointed and impactful marketing plans." - Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management

"Tim Calkins provides the practical guidance that marketers are longing for. This book lays out a clear path to creating marketing plans that will get supported, and more importantly, drive results." - Ed Buckley, VP Marketing, UPS

"For new marketers and experienced practitioners, Breakthrough Marketing Plans, provides a practical roadmap for developing effective marketing plans that actually serve as daily action guides rather than dusty shelf ornaments." - M. Carl Johnson III, Senior Vice President and Chief Strategy Officer, Campbell Soup Company

"Tim Calkins is an award-winning professor and marketer. He knows why most plans fails and what needs to be done to make them useful: set measurable goals, choose a strategy and support it, develop key tactics, and keep it short. Breakthrough Marketing Plans is a wonderfully useful book that will change the way marketers and marketing students operate. Read it: it will make you a better marketer!" - Pierre Chandon, Associate Professor of Marketing, INSEAD

"A simple, powerful roadmap to creating a simple, powerful marketing plan." - Professor John Quelch, Senior Associate Dean, Harvard Business School

"Stunningly simple. A great guide for anyone who strives to have clarity and impact from their marketing strategies - from the CEO to an entry level marketer. Tim Calkins is an academic with a real world view." - Randy Gier, Chief Consumer Officer, Dr Pepper Snapple Group

"Tim demystifies and simplifies the critical exercise of driving out world class marketing strategies and executional plans . . .a must-read for any marketer needing help in articulating a strategy that is about both words and actions, and a must read for any CEO or CMO looking to establish a consistent marketing dialog throughout their organization." - Scott M. Davis, Senior Partner, Prophet

"Tim Calkins offers an invaluable resource in the time-starved lives of today's marketing professionals." - Jeffrey Cohen, Global Vice President of Marketing, CIBA VISION

"Tim Calkins has successfully distilled all the marketing theory behind powerful marketing plans into a very pragmatic approach that will not only help guide novice marketers but also will remind experienced marketing leaders of the core fundamentals to driving business growth." - Paul Groundwater, Vice President, Global Brand Leader, Trane, Inc.

"Practical, action-oriented, to the point. Breakthrough Marketing Plans is a valuable tool for marketing professionals and business leaders alike." - Pete Georgiadis, President & CEO, Synetro Group

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Product Details

  • ISBN-13: 9780230607576
  • Publisher: Palgrave Macmillan
  • Publication date: 9/2/2008
  • Edition description: Older Edition
  • Pages: 184
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.30 (d)

Meet the Author

Tim Calkins is clinical professor of marketing at Northwestern University's Kellogg School of Management. He teaches marketing strategy, biomedical marketing and branding. He is the author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) and co-editor of Kellogg on Branding (John Wiley & Sons, 2005). Prior to joining the Kellogg faculty, Tim spent 11 years at Kraft Foods leading businesses including A.1. Steak Sauce, Kraft BBQ sauce, Miracle Whip and Taco Bell Home Originals. In addition to teaching at Kellogg, Tim works with major corporations around the world on marketing strategy and branding issues. He is managing director of Class 5 Consulting, a marketing strategy firm. Tim is frequently cited by the media; he has been quoted in publications including BusinessWeek, Newsweek, The Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC.

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Table of Contents

1 Who Needs a Marketing Plan, Anyway? 1

2 Why So Many Marketing Plans Are a Waste of Time 13

3 What Really Matters: The One-Page Summary 27

4 The Best of the Best 41

5 The Road Map: Step by Step 47

6 Writing the Plan 71

7 The Big Show 89

8 Marketing Plan Template 97

9 Breakthrough Marketing Plan Example 115

10 Twenty Strategic Initiatives 129

11 Common Questions 149

Source Notes 163

Index 169

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Customer Reviews

Average Rating 4
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Sort by: Showing all of 4 Customer Reviews
  • Posted March 25, 2010

    more from this reviewer

    Easy to Follow

    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.

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  • Posted February 16, 2009

    Marketing Plans - Incisive and Effective

    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.

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  • Anonymous

    Posted April 22, 2009

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  • Anonymous

    Posted February 6, 2010

    No text was provided for this review.

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