Marketing.pdf

Praise for Breakthrough Marketing Plans

“A simple, powerful roadmap to creating a simple, powerful marketing plan.”

—Professor John Quelch, Senior Associate Dean,

Harvard Business School

“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, Vice President, Marketing, UPS

“Stunningly simple. 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, Chief Consumer Officer, Dr Pepper Snapple Group

“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

“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

“Tim demystifies and simplifies the critical exercise of driving out world class mar-

keting 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, Senior Partner, Prophet

“Tim Calkins offers an invaluable resource in the time-starved lives of today’s

marketing professionals.”

—Jeffrey Cohen, Global Vice President of Marketing, CIBA VISION

“Tim Calkins has successfully distilled all the marketing theory behind powerful

marketing plans into a very pragmatic approach that will not only help guide novice

marketers but also will remind experienced marketing leaders of the core fundamen-

tals to driving business growth.”

—Paul Groundwater, Vice President, Global Brand Leader, Trane, Inc.

“Practical, action-oriented, to the point. Breakthrough Marketing Plans is a valuable

tool for marketing professionals and business leaders alike.”

—Pete Georgiadis, President & CEO, Synetro Group

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Breakthrough Marketing Plans

How to Stop Wasting Time and Start

Driving Growth

Tim Calkins

Kellogg School of Management

BREAKTHROUGH MARKETING PLANS

First published in 2008 by

PALGRAVE MACMILLAN®

in the US—a division of St. Martin’s Press LLC,

175 Fifth Avenue, New York, NY 10010.

Where this book is distributed in the UK, Europe and the rest of the world,

this is by Palgrave Macmillan, a division of Macmillan Publishers Limited,

registered in England, company number 785998, of Houndmills,

Basingstoke, Hampshire RG21 6XS.

Palgrave Macmillan is the global academic imprint of the above companies

and has companies and representatives throughout the world.

Palgrave® and Macmillan® are registered trademarks in the United States,

the United Kingdom, Europe and other countries.

ISBN-13: 978–0–230–60757–6 paperback

ISBN-10: 0–230–60757–8 paperback

ISBN-13: 978–0–230–60756–9 hardcover

ISBN-10: 0–230–60756–X hardcover

Library of Congress Cataloging-in-Publication Data

Calkins, Tim.

Breakthrough marketing plans : how to stop wasting time and start

driving growth / by Tim Calkins.

p. cm.

ISBN 0–230–60756–X—ISBN 0–230–60757–8

1. Marketing—Planning. I. Title.

HF5415.13.C253 2008

658.8

02—dc22 2008001590

A catalogue record of the book is available from the British Library.

Design by Newgen Imaging Systems (P) Ltd., Chennai, India.

First edition: September 2008

10 9 8 7 6 5 4 3 2 1

Printed in the United States of America.

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