Breakthrough Marketing Plans (eBook)

TIM CALKINS is Clinical Professor of Marketing at Northwestern University's Kellogg School of Management, USA. He teaches marketing strategy, biomedical marketing and branding. He is the author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) and co-editor of Kellogg on Branding (John Wiley & Sons, 2005). Prior to joining the Kellogg faculty, Tim spent 11 years at Kraft Foods leading businesses including A.1. Steak Sauce, Kraft BBQ sauce, Miracle Whip and Taco Bell Home Originals. In addition to teaching at Kellogg, Tim works with major corporations around the world on marketing strategy and branding issues. He is managing director of Class 5 Consulting, a marketing strategy firm. Tim is frequently cited by the media; he has been quoted in publications including BusinessWeek, Newsweek, The Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC. 

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