Breakthrough marketing plans / How to stop wasting time and start driving growth
TIM CALKINS is a Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, USA, and co-academic director of Kellogg’s branding program. In addition to teaching at Kellogg, he works with major corporations, including Abbot Laboratories, Baxter, and Northwestern Mutual Life, on marketing strategy and branding issues and is the managing director of Class 5 Consulting, a marketing strategy firm.
After 11 years leading big brand names at Kraft Foods, Calkins is a veteran in the marketing field. He has also conducted dozens of interviews with top executives
Breakthrough Marketing Plans fills a unique position in the field: where other marketing plan books recommend long, complex strategies or mention the plan as one of many topics, Calkins focuses solely on marketing plans and how to make them solid but uncomplicated
Breakthrough 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.
“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