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

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

by T. Calkins

Paperback(2nd ed. 2012)

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Overview

Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth by T. Calkins

Breakthrough Marketing Plans shows how to create simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competitive pressure.

Product Details

ISBN-13: 9780230340336
Publisher: Palgrave Macmillan US
Publication date: 12/11/2012
Edition description: 2nd ed. 2012
Pages: 256
Sales rank: 624,508
Product dimensions: 6.00(w) x 9.10(h) x 0.70(d)

About 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.

Table of Contents

Introduction Who Needs a Marketing Plan, Anyway Why So Many Marketing Plans Are a Waste of Time What Really Matters: The One Page Summary The Best of the Best The Road Map: Step by Step Writing the Plan The Big Show Marketing Plan Template Example Twenty Strategic Initiatives Common Questions Sources Acknowledgements

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