Publications


Breakthrough Marketing Plans

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 frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.

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Some comments about the book:

"Brilliantly insightful, with an academic's rigor and an experienced marketer's practicality. This isn't just a guide to creating breakthrough marketing plans; it's a roadmap to business success. Tim Calkins gets to the heart of what makes plans successful. Plans don't fail because they aren't elaborate enough; they fail because they aren't simple enough."

Kevin McTigue
Director, Hillshire Farm
Hillshire Brands

"Tim Calkins captures the essence of what an effective marketing plan should include and more importantly provides a guide on how to write one. I wish this book was around many years ago when I started my marketing career!"

Arthur Reingold
Director of Marketing
Walgreens

"Professor Calkins has demystified the Marketing Planning Process. His straightforward approach enables anyone to develop focused, compelling and strategic plans to build their brands and businesses. This is an essential guide for any marketer to succeed in today's highly competitive market."

Carl Gerlach
Senior Director, Integrated Business Planning
Kraft Foods

"Want to write a winning marketing plan? Then follow Professor Calkins' advice in this book. He is the expert at creating marketing plans that are simple, intuitive, and poised to help you win. Professor Calkins clearly outlines how to write a great marketing plan. Finally, someone who uses common sense in the creation of marketing plans to ensure that the end result is a winning plan. This is a must-read book!"

Robert Ruijssenaars
Director of Marketing
E&J Gallo Winery

Some comments about the book:

"Tim Calkins is a welcome voice in a world in which marketing planning has too often become a pro forma exercise. Breakthrough Marketing Plans provides a straight-forward roadmap for creating cogent, compelling, and comprehensive marketing plans. If you're responsible for writing, reviewing, approving, or executing a marketing plan, you will likely find invaluable guidance from Calkins' recipe of practical examples and pragmatic advice."

Jonathan Copulsky
Principal
Deloitte Consulting

"Tim Calkins tells what really goes on, and what should go 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
President, Global Marketing
UPS

"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
Professor of Marketing
INSEAD

"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
Former CMO
Borden Dairy Company

"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
Chief Growth Officer
Prophet

"Tim Calkins' book is the new 'The Elements of Style' for marketing plans. It is clear, simple, yet thorough. Unlike many marketing plans I have read and personally created at times in my career, it is not overcomplicated. It is an ideal book for anyone who needs to create a clear, compelling, and well integrated marketing plan. Executing on the fundamentals in Breakthrough Marketing Plans can create value day one."

Bracken Darrell
President
Logitech

"Practical, action-oriented, to the point. Breakthrough Marketing Plans is a valuable tool for marketing professionals and business leaders alike."

Pete Georgiadis
Chairman
Kalamazoo Outdoor Gourmet