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Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth Paperback – Dec 11 2012


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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 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


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.

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Amazon.com: 16 reviews
Identifies the key elements and provides valuable tips in a marketing plan! March 7 2015
By . - Published on Amazon.com
Format: Paperback
This book identifies the key elements and provides valuable tips in a marketing plan. It formulates a way that marketing strategiest can follow. For further reference for marketing strategis in the digial era, Cognitive Search Marketing & Paid Search: Theory, Experiment, Practice and Tactics: A PPC Paradigm Powered by Persuasion and Cognition is a perfect read to polish your online marketing skills, such as PPC. This book provides new perspectives on applying communication theory on today's online marketing campaign and paid search. The book offers online business solutions, from demand generation all the way down to conversion. Based on various communications theories, it demonstrates abundant persuasive ad copy writing tips along with examples that you can refer to immediately. It also shows its readers how to write effective PPC ads by applying cognitive science and which has never been addressed on the books I have ever read. It covers a deep ground in landing page optimization based on UX and bidding management with strategic planning and highly valuable tactics. This book also demonstrates a complete walk-through in a PPC campaign with case study, from keyword generation, persuasive ad copy writing, bidding management, down to conversion tracking. One of the best part of this book is its demonstration on MRI placement targeting and it just blew my mind. The book also interfaces PPC campaign with experiment design to leverage the overall efficiency on a company's marketing plan in a macro-level and which has never been addressed in any books I ran into before. The book also illustrates critical campaign metrics to watch for, how to interpret these metrics and respective actions to take to improve your campaign. Landing page optimization tactics to increase the CTR and conversion rate are emphasized while conversion attribution model and its application is well-addressed. In addition, it shows you many effective bidding techniques to optimize your profit while lowering your CPA. Furthermore, this book extends the value of PPC techniques by applying the PPC tactics into a job search process with examples that readers can use immediately after they read the book.

Moreoever, However, for advanced SEO techniques, Integrated Search Marketing Solution & Organic Search: Search Engine Optimization, Social Media, and Email Marketing: Winning Formula for SERP Dominance is a good SEO book for cross-reference when building your business website. It teaches you how to implement on-page, off-page and server-side optimization to boost up the SEO competency of your website. For example, it teaches the readers about how to implement tactical link building to become the center of an authoritative hub and deploy facet navigation and page segmentation. It also shows the readers how to avoid duplicate content, the tactics to deploy 301 redirect, and the SEO practices of exception handling and the adoption of custom 404 error page to increase visitor retention rate, and how to increase content / code ratio as well as the programming techniques to boost the web performance. The benefits won't just stop here. It also presents plenty of tips for email marketing. It teaches you how to increase open rate, subscribe rate, CTR and conversion rate by tweaking critical email elements. Also, the book lists out on the most important metrics to watch for in your email campaign and how to interpret these metrics and optimize the email elements accordingly In addition, it demonstrates the tips for the experiment design for your email campaign for further improvement on the critical email elements. Furthermore, Its critical tactics in FB marketing based on role playing will open your eyes.

Good luck on your marketing effort!
2 of 3 people found the following review helpful
A Great Reference Book March 4 2013
By MM - Published on Amazon.com
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.
1 of 2 people found the following review helpful
An excellent and very practical book Feb. 4 2013
By N. Odekar - Published on Amazon.com
Format: Paperback
This book is a must to anyone who is trying to bring a planning culture to their organization. It is informative because it teaches you how to write a good marketing plan. Bur more importantly, it shows a framework that will help you EXECUTE your plan by keeping it simple. I know several businesses who write marketing plans that are long, filled with extensive data - and it just sits there on the shelf. This book is different. I have used it extensively in two Fortune 500 companies as a guide within my teams and it works well.
1 of 2 people found the following review helpful
Prove the premise to yourself! March 5 2013
By Tom Byrne - Published on Amazon.com
Format: Paperback
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!
1 of 2 people found the following review helpful
Excellent read, helpful tips, good advice Feb. 3 2014
By STEPHANIE NELSON - Published on Amazon.com
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.


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