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Breakthrough Marketing Plans

How to Stop Wasting Time and Start Driving Growth
BuchKartoniert, Paperback
248 Seiten
Englisch
Springer Palgrave Macmillanerschienen am21.12.20122. Aufl.
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. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them.mehr
Verfügbare Formate
BuchKartoniert, Paperback
EUR40,65
E-BookPDF1 - PDF WatermarkE-Book
EUR39,58

Produkt

KlappentextAlmost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. Breakthrough Marketing Plans is an essential tool for people who create marketing plans and people who review them.
ZusammenfassungBreakthrough Marketing Plans shows how to create simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competitive pressure.
Details
ISBN/GTIN978-0-230-34033-6
ProduktartBuch
EinbandartKartoniert, Paperback
Erscheinungsjahr2012
Erscheinungsdatum21.12.2012
Auflage2. Aufl.
Seiten248 Seiten
SpracheEnglisch
Gewicht400 g
IllustrationenVII, 248 p.
Artikel-Nr.18019705
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
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 Acknowledgementsmehr
Kritik
"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 hemehr

Autor

TIM CALKINS is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management, USA. 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.