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

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.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

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 lóÇ