Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth / Edition 1 available in Hardcover
- Pub. Date:
- Palgrave Macmillan US
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealized.
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.
|Publisher:||Palgrave Macmillan US|
|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
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
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