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 is clinical professor of marketing at the Kellogg School of Management, Northwestern University.
"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." - PhilipKotler, 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 help in
articulating a strategy that is about both words and actions, and a
must read for any CEO or CMO looking to establish a consistent
marketing dialog throughout their organization." - Scott M. Davis,
Senior Partner, Prophet "Tim Calkins offers an invaluable resource
in the time-starved lives of today s marketing professionals." -
Jeffrey Cohen, Global Vice President of Marketing, CIBA VISION "Tim
Calkins has successfully distilled all the marketing theory behind
powerful marketing plans into a very pragmatic approach that will
not only help guide novice marketers but also will remind
experienced marketing leaders of the core fundamentals to driving
business growth." - Paul Groundwater, Vice President, Global Brand
Leader, Trane, Inc. "Practical, action-oriented, to the point.
Breakthrough Marketing Plans is a valuable tool for marketing
professionals and business leaders alike." - Pete Georgiadis,
President & CEO, Synetro Group
“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-winnin
"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 areal 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 help in articulating a strategy that is about both
words and actions, and a must read for any CEO or CMO looking to
establish a consistent marketing dialog throughout their
organization." -- Scott M. Davis, Senior Partner, Prophet"Tim
Calkins offers an invaluable resource in the time-starved lives of
today's marketing professionals." -- Jeffrey Cohen, Global Vice
President of Marketing, CIBA VISION"Tim Calkins has successfully
distilled all the marketing theory behind powerful marketing plans
into a very pragmatic approach that will not only help guide novice
marketers but also will remind experienced marketing leaders of the
core fundamentals to driving business growth." -- Paul Groundwater,
Vice President, Global Brand Leader, Trane, Inc."Practical,
action-oriented, to the point. "Breakthrough Marketing Plans" is a
valuable tool for marketing professionals and business leaders
alike." -- Pete Georgiadis, President & CEO, Synetro Group
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