Breakthrough marketing plans : how to stop wasting time and start driving growth (Book, 2008) [University of Maryland, College Park]
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Breakthrough marketing plans : how to stop wasting time and start driving growth

Author: Tim Calkins
Publisher: New York, NY : Palgrave Macmillan, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Tim Calkins
ISBN: 0230607578 9780230607576 9780230607569 023060756X
OCLC Number: 190843540
Description: xi, 172 pages : illustrations ; 24 cm
Contents: 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 --
Breakthrough marketing plan example --
Twenty strategic initiatives --
Common questions.
Responsibility: Tim Calkins.

Abstract:

Breakthrough Marketing Plans shows how to create simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competititve pressure.  Read more...
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