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Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth Hardcover – Sep 2 2008


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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, where he teaches marketing strategy and branding.  He is co-academic director of Kellogg’s branding program.  Tim received the 2006 Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at the Kellogg School of Management. 

He is the author of numerous teaching cases and co-editor of Kellogg on Branding.  He consults with leading companies around the world on marketing strategy and branding issues.

Prior to joining Northwestern, Tim was a marketing executive at Kraft Foods, where he managed brands including Taco Bell, DiGiorno, Parkay Margarine, A.1. Steak Sauce, Kraft BBQ sauce and Miracle Whip.

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Amazon.com: 18 reviews
9 of 9 people found the following review helpful
Best Resource For Creating a Marketing Plan Nov. 16 2008
By M. Crawford - Published on Amazon.com
Format: Paperback Verified Purchase
This is an excellent guide for developing marketing plans! We have all read the typical marketing or business paperback that makes one good point and then reapeats the same thing over and over with numerous "examples". This book is the complete opposite. It is so full of useful information that you will find yourself going back to it time and again to use as a resource. Best of all the author provides a good general template to follow that is useful for small or very large businesses and everything in between. I wholeheartedly recommend it.
7 of 7 people found the following review helpful
A Must Read; A First Read Oct. 8 2008
By Herv - Published on Amazon.com
Format: Paperback Verified Purchase
This straight-forward, well written and practical book is a must read for executives looking to focus their marketing initiatives and improve results. I was skeptical when I received the book based on its relatively short length, but the size of the book is a perfect analogue for Dr. Calkins' approach to the topic: keep it focused to maximize effectiveness. I highly recommend this book as your first read on marketing. If you have already invested countless hours in other marketing books, this one stands in contrast for its approach and the results it yields. If you have clients, you should read this book.
3 of 3 people found the following review helpful
A Must-Read Marketing Book for 2008 Oct. 5 2008
By Roland Jacobs - Published on Amazon.com
Format: Paperback
I think this is the best marketing book published this year. Tim Calkins presents an incredibly practical and profound review of how to get great impact out of marketing plans. The best news is, this book will save marketers hundreds of hours by helping focus on what's critical. Calkins' approach will also help marketing executives relate better to the C-Suite by bringing them what they need to hear. Highly recommended for marketers, CEOs and consultants alike. I've put these ideas to work with many clients with great results. Calkins also edited Kellogg on Branding, another must read.

Roland Jacobs, CEO, AspireUp and former Chief Marketing Officer, Orbitz
3 of 3 people found the following review helpful
Marketing - the practical guide Nov. 29 2009
By Oscar Trimboli - Published on Amazon.com
Format: Paperback
There are many books on marketing theory but book is about marketing practice
This is the black belt guide to practical and impactful marketing plans
This is about connecting sales and marketing & being credible with finance with the ROI
1 of 1 people found the following review helpful
A short, quick read recommended for anyone involved in marketing planning Feb. 20 2011
By Matt Mikulcik - Published on Amazon.com
Format: Paperback
This book is a short, quick read that I highly recommend for anyone involved in marketing planning. Calkins starts by clearly and succinctly stating what the objective of your marketing plans should be: to "set the course for a business" and to "spell out the goals for the business over a certain period and what precisely should be done to achieve the goals". With that as the foundation, he explains why the clarity in purpose is important, goes into the top problems that marketing plans can face, and provides a framework for really strong, actionable marketing plans that can deliver real results for an organization. Calkins does an excellent job delivering his message in a way that is both easy to understand and that you can bring back to your own marketing planning process and action against. There were three points that he made that resonated strongest with me. First, he discusses how many plans are too focused on data, with page after page of information but no clear strategy. A plan that is 100+ pages might show all you know and all the work you've done, but a short, concise plan is much more effective and impactful. Second, he emphasizes the importance of goals that are used to prioritize strategies, tactics, and resources. This is as opposed to vague goals where it is not clear what you are actually trying to accomplish or too many goals that really capture anything and everything. Finally, he discusses the importance of a cross-functional team and how the business should ultimately own the marketing plan. The marketing team clearly has a very important role to play in both the creation and execution of the marketing plan, but the business leaders are the ones that will ultimately be held accountable for the goals they need to achieve and how they are going to achieve them.


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