Breakthrough Marketing Plans

How to Stop Wasting Time and Start Driving Growth
2008
ISBN: 978-0-230-60756-9
Verlag: Palgrave Macmillan US

Buch, Englisch, 172 Seiten, Book, Format (B × H): 152 mm x 229 mm, Gewicht: 381 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Calkins, T.

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 Acknowledgements

Über Autor(innen)

TIM CALKINS is clinical professor of marketing at the Kellogg School of Management, Northwestern University, USA.