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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“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

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Kellogg on Branding

Tim Calkins co-edited and authored two chapters of Kellogg on Branding, a book for people responsible for building brands. It combines academic theory and practical insights. The result is a book that is both rigorous and approachable.

The book has twenty chapters; thirteen were written by Kellogg faculty members, seven were written by executives.The executive contributions are particularly notable; in these chapters senior business managers share their learnings about brands and branding. For example, Betsy Holden (Kraft Foods) discusses global branding, Carol Bernick (Alberto-Culver) highlights the importance of brand names, Ed Buckly (UPS) discusses organizational aspects.

Kellogg on Branding is available at Amazon.com, Borders and other book stores around the country.