ISBN-10:
023060756X
ISBN-13:
9780230607569
Pub. Date:
09/01/2008
Publisher:
Palgrave Macmillan US
Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth / Edition 1

Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth / Edition 1

by T. Calkins

Hardcover

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Product Details

ISBN-13: 9780230607569
Publisher: Palgrave Macmillan US
Publication date: 09/01/2008
Edition description: 2008
Pages: 172
Product dimensions: 6.00(w) x 9.10(h) x 0.80(d)
Age Range: 3 Months

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.

He is the author of numerous teaching cases and co-editor of Kellogg on Branding. He consults with leading companies around the world on marketing strategy and branding issues.

Prior to joining Northwestern, Tim was a marketing executive at Kraft Foods, where he managed brands including Taco Bell, DiGiorno, Parkay Margarine, A.1. Steak Sauce, Kraft BBQ sauce and Miracle Whip.

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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