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Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth Paperback – September 2, 2008

ISBN-13: 978-0230607576 ISBN-10: 0230607578 Edition: First Edition

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Product Details

  • Paperback: 184 pages
  • Publisher: Palgrave Macmillan; First Edition edition (September 2, 2008)
  • Language: English
  • ISBN-10: 0230607578
  • ISBN-13: 978-0230607576
  • Product Dimensions: 6.1 x 0.4 x 9.2 inches
  • Shipping Weight: 8.8 ounces
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #748,113 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Tim Calkins tells what really goes on, and what should go on to 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

“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, VP Marketing, UPS

“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

“A simple, powerful roadmap to creating a simple, powerful marketing plan.” -- Professor John Quelch, Senior Associate Dean, Harvard Business School

“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

“Tim demystifies and simplifies the critical exercise of driving out world class marketing 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 fundamentals 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


 

About the Author

Tim Calkins is clinical professor of marketing at Northwestern University’s Kellogg School of Management, where he teaches marketing strategy and branding.  He is co-academic director of Kellogg’s branding program.  Tim received the 2006 Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at the Kellogg School of Management. 

He is the author of numerous teaching cases and co-editor of Kellogg on Branding.  He consults with leading companies around the world on marketing strategy and branding issues.

Prior to joining Northwestern, Tim was a marketing executive at Kraft Foods, where he managed brands including Taco Bell, DiGiorno, Parkay Margarine, A.1. Steak Sauce, Kraft BBQ sauce and Miracle Whip.


More About the Author

Tim Calkins helps people use marketing strategy and branding to build strong and profitable businesses.

He is clinical professor of marketing at Northwestern University's Kellogg School of Management where he teaches marketing strategy, biomedical marketing and strategic marketing decisions in the full-time, part-time and executive MBA programs. He is co-academic director of Kellogg's branding program.

Tim has received numerous teaching awards. He received the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at Kellogg, in 2006 and 2013. He is one of just three people in the award's 38 year history to have won it twice. He also received the Sidney J. Levy Teaching Award, two Kellogg Faculty Impact Awards and the Top Professor Award from the Kellogg Executive MBA Program in 2007, 2009, 2010 and 2011.

His book Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks (Palgrave Macmillan, 2012) was named 2013 Marketing Book of the Year by Expert Marketer Magazine. He also wrote Breakthrough Marketing Plans (Palgrave Macmillan, 2008 and 2012). He is co-editor of Kellogg on Branding (John Wiley & Sons, 2005).

Tim has published more than a dozen Kellogg case studies including Crestor, MedImmune: FluMist Introduction and Genzyme: the Synvisc-One Investment Decision.

Tim leads two annual events at Kellogg, the Kellogg Super Bowl Advertising Review and the Kellogg Biotech and Healthcare Case Competition.

In addition to teaching at Kellogg Tim works with major corporations around the world on strategy and branding issues. His recent clients include Novartis, Eli Lilly and Career Builder. 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 Business Week, Newsweek, the Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC, Fox, and CNBC.

He serves on the board of the Chicago Business Marketing Association, the Alliance Française de Chicago and the Lycée Français de Chicago, Chicago's French-International School.

Tim began his career at the consulting firm Booz Allen and Hamilton, where he worked on strategy and branding projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led businesses including Miracle Whip, Taco Bell, A.1. steak sauce, Seven Seas and DiGiorno. While at Kraft he was responsible for the launch of more than two dozen new products.

He received his BA from Yale and his MBA from Harvard.

Tim lives in Chicago with his wife and three children. He loves to canoe, ski and hike in the mountains.

Customer Reviews

4.9 out of 5 stars
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The presentation if information is very simple and there is not a lot of 'fluff'.
Sam P.
Great tips, and practical, helpful guidance on writing a Marketing Plan that is actually worth spending the time to write.
High Expectations
This book is a short, quick read that I highly recommend for anyone involved in marketing planning.
Matt Mikulcik

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By M. Crawford on November 16, 2008
Format: Paperback Verified Purchase
This is an excellent guide for developing marketing plans! We have all read the typical marketing or business paperback that makes one good point and then reapeats the same thing over and over with numerous "examples". This book is the complete opposite. It is so full of useful information that you will find yourself going back to it time and again to use as a resource. Best of all the author provides a good general template to follow that is useful for small or very large businesses and everything in between. I wholeheartedly recommend it.
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7 of 7 people found the following review helpful By Herv on October 8, 2008
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This straight-forward, well written and practical book is a must read for executives looking to focus their marketing initiatives and improve results. I was skeptical when I received the book based on its relatively short length, but the size of the book is a perfect analogue for Dr. Calkins' approach to the topic: keep it focused to maximize effectiveness. I highly recommend this book as your first read on marketing. If you have already invested countless hours in other marketing books, this one stands in contrast for its approach and the results it yields. If you have clients, you should read this book.
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3 of 3 people found the following review helpful By Roland Jacobs on October 5, 2008
Format: Paperback
I think this is the best marketing book published this year. Tim Calkins presents an incredibly practical and profound review of how to get great impact out of marketing plans. The best news is, this book will save marketers hundreds of hours by helping focus on what's critical. Calkins' approach will also help marketing executives relate better to the C-Suite by bringing them what they need to hear. Highly recommended for marketers, CEOs and consultants alike. I've put these ideas to work with many clients with great results. Calkins also edited Kellogg on Branding, another must read.

Roland Jacobs, CEO, AspireUp and former Chief Marketing Officer, Orbitz
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3 of 3 people found the following review helpful By Oscar Trimboli on November 29, 2009
Format: Paperback
There are many books on marketing theory but book is about marketing practice
This is the black belt guide to practical and impactful marketing plans
This is about connecting sales and marketing & being credible with finance with the ROI
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1 of 1 people found the following review helpful By Chuck Raup on May 15, 2009
Format: Paperback
Breakthrough Marketing Plans provides an exceptionally clear framework for creating focused strategies and high impact plans. I find myself consistently referring back to the book as I set business plans and evaluate in-market performance. Whether you're an experienced marketer or just getting started, work on an established business or a start-up, Breakthrough Marketing Plans is a must have to guide your thinking and actions.

Chuck Raup, Senior Category Business Director, Kraft Foods
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1 of 1 people found the following review helpful By High Expectations on April 8, 2011
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This book was great! It has useful information, is relevant, and easy to read. Great tips, and practical, helpful guidance on writing a Marketing Plan that is actually worth spending the time to write. I will reference this book again and again.
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1 of 1 people found the following review helpful By Dorian W. on March 20, 2011
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"Breakthrough Marketing Plans" is a short read that provides a lot of insight on the step-by-step process of creating a marketing plan. Tim Calkins (2008) is a professor of Marketing at Northwestern University's Kellogg School of Management, and has an extensive amount of experience creating successful marketing plans. This book breaks down why some marketing plans fail, and gives pointers on how to make them succeed. After reading this book, he should have named it "Marketing Plans for Dummies." This is a great read for someone who is a beginner in the field of Marketing, or for the experienced marketer that has had a plan fail.
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1 of 1 people found the following review helpful By Matt Mikulcik on February 20, 2011
Format: Paperback
This book is a short, quick read that I highly recommend for anyone involved in marketing planning. Calkins starts by clearly and succinctly stating what the objective of your marketing plans should be: to "set the course for a business" and to "spell out the goals for the business over a certain period and what precisely should be done to achieve the goals". With that as the foundation, he explains why the clarity in purpose is important, goes into the top problems that marketing plans can face, and provides a framework for really strong, actionable marketing plans that can deliver real results for an organization. Calkins does an excellent job delivering his message in a way that is both easy to understand and that you can bring back to your own marketing planning process and action against. There were three points that he made that resonated strongest with me. First, he discusses how many plans are too focused on data, with page after page of information but no clear strategy. A plan that is 100+ pages might show all you know and all the work you've done, but a short, concise plan is much more effective and impactful. Second, he emphasizes the importance of goals that are used to prioritize strategies, tactics, and resources. This is as opposed to vague goals where it is not clear what you are actually trying to accomplish or too many goals that really capture anything and everything. Finally, he discusses the importance of a cross-functional team and how the business should ultimately own the marketing plan. The marketing team clearly has a very important role to play in both the creation and execution of the marketing plan, but the business leaders are the ones that will ultimately be held accountable for the goals they need to achieve and how they are going to achieve them.
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