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March 15th, 2010 
Ifydcat 
- ISBN13: 9780230607576
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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… More >>
Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth
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This is an outstanding book that I plan to re-read every couple years – I am graduating from the Kellogg School of Management in a couple weeks, and this book will provide a great way to keep everything I’ve learned top of mind. It provides a comprehensive summary of key marketing strategy concepts, and gives straightforward and very smart advice for creating marketing plans. Tim Calkins is an outstanding professor and marketing strategist.
Rating: 5 / 5
This book is the quintessential marketing plan book. It is straight-forward and grounded in reality. You get added value as Calkins demonstrates his marketing prowess without getting off track. This simplistic guide is a must for new and veteran marketers – it will help you remember what the purpose of a marketing plan is and how to effectively build and deliver one.
Rating: 5 / 5
Breakthrough Marketing Plans provides an exceptionally clear framework for creating focused strategies and high impact plans. I find myself consistently referring back to the book as I set business plans and evaluate in-market performance. Whether you’re an experienced marketer or just getting started, work on an established business or a start-up, Breakthrough Marketing Plans is a must have to guide your thinking and actions.
Chuck Raup, Senior Category Business Director, Kraft Foods
Rating: 5 / 5
Tim does us a favor by reminding us why we write these plans in the first place – to get support from senior management. It has nothing to do with the length of the plan or our command of the minutia. It’s about our ability to understand our audience, inspire confidence, communicate effectively, prioritize, and build consensus.
Rating: 5 / 5
Starting a business is a daunting proposition. Writing a marketing plan can be even more daunting.
Mr. Caulkins’ book is a delight. It is not an overly long, complex and dense book. In fact, it is appropropriate for experienced marketing people who would like a fresh take on writing plans as well as for new business owners who are looking for an experienced guide to help them start thinking about and writing their plans.
I particularly like Mr. Caulkins’ use of his phrase called GOST (goals and objectives, strategic initiatives, and tactics). It gives the book the anchor that leads the reader through the process of writing the plan. It helped me think about some seemingly unimportant topics that really are very important. I think GOST is an especially unique insight in how to put together the plan.
I highly recommend the book.
Rating: 4 / 5