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

Tim Calkins

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Price: 16.63 & FREE Delivery in the UK. Details
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Book Description

8 Jan 2013
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.

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"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 he

Book Description

An essential guide to creating simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competitive pressure

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Most Helpful Customer Reviews on (beta) 4.6 out of 5 stars  13 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars A Great Reference Book 4 Mar 2013
By MM - Published on
Format:Paperback|Verified Purchase
Breakthrough Marketing Plans has been part of my Marketing Issues for Engineers class since the first edition came out. Tim does a great job boiling down the intimidating marketing plan into some simple concepts that marketers and non-marketers can relate to.His framework keep you focused on the most important thing-accomplishing your business objectives. Whenever you are starting the maketing planning process, it is a good book to review.
5.0 out of 5 stars Excellent read, helpful tips, good advice 3 Feb 2014
By STEPHANIE NELSON - Published on
Format:Kindle Edition|Verified Purchase
Highly recommended read for those seeking assurance that their strategic marketing plans connect the dots and deliver the desired results. So many times, marketing plans devolve into a morass of media relations, tactical trade shows and budgetary considerations without much thought or review. This book really takes you through the steps and gives you concrete advice on how to plan, adjust and tweak your marketing plans to achieve the growth results you desire for your business.
3.0 out of 5 stars Ok for begginers 26 Nov 2013
By David - Published on
Format:Kindle Edition|Verified Purchase
Good for organizing ideas, but nothing new. I read most of it but is hard to follow in some parts.
5.0 out of 5 stars Extensive experience distilled to straightforward, practical guidance 2 July 2013
By David Tuchler - Published on
In addition to having reviewed thousands of marketing plans, Tim Calkins has clearly been in the trenches himself, and knows of what he speaks. In 'Breakthrough Marketing Plans', he takes on a process that too often combines the futile grind of 'The Paper Chase' with the cruel circus of 'Gladiator' - - and offers a refreshingly straightforward and highly usable approach to developing marketing plans that can truly build businesses. Enjoyable to read, this is equally useful as a primer for beginning marketers or as a review for marketing vets.
5.0 out of 5 stars Prove the premise to yourself! 5 Mar 2013
By Tom Byrne - Published on
Tim's basic premise is that marketing plans should focus on just a couple major objectives, a few clear strategies, and a handful of high-impact tactics. Is he correct? Well, before I invested in the book I read the example marketing plan for Flahavan's Foods in the appendix. I thought to myself, "If I myself landed at that company tomorrow I would understand all the relevant business issues and be able to execute the plan without a hitch. Read the example plan yourself and see if you agree with me!
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