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9 of 9 people found the following review helpful
5.0 out of 5 stars Best Resource For Creating a Marketing Plan, November 16, 2008
By 
M. Crawford (Arlington Heights, IL United States) - See all my reviews
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
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
5.0 out of 5 stars A Must Read; A First Read, October 8, 2008
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Herv (Harrison, NY USA) - See all my reviews
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
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
5.0 out of 5 stars A Must-Read Marketing Book for 2008, October 5, 2008
By 
Roland Jacobs (Kenilworth, IL USA) - See all my reviews
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (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
5.0 out of 5 stars Marketing - the practical guide, November 29, 2009
This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (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
5.0 out of 5 stars A short, quick read recommended for anyone involved in marketing planning, February 20, 2011
This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (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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1 of 1 people found the following review helpful
5.0 out of 5 stars A must have for any marketer's library, May 15, 2009
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (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
5.0 out of 5 stars Very useful, April 8, 2011
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High Expectations (Chenango Forks, NY) - See all my reviews
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
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
5.0 out of 5 stars Kudos to Tim Calkins!, March 20, 2011
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
"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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4.0 out of 5 stars A WONDERFUL MARKETING PLAN BOOK, February 19, 2009
This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
Starting a business is a daunting proposition. Writing a marketing plan can be even more daunting.

Mr. Caulkins' book is a delight. It is not an overly long, complex and dense book. In fact, it is appropropriate for experienced marketing people who would like a fresh take on writing plans as well as for new business owners who are looking for an experienced guide to help them start thinking about and writing their plans.

I particularly like Mr. Caulkins' use of his phrase called GOST (goals and objectives, strategic initiatives, and tactics). It gives the book the anchor that leads the reader through the process of writing the plan. It helped me think about some seemingly unimportant topics that really are very important. I think GOST is an especially unique insight in how to put together the plan.

I highly recommend the book.
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5.0 out of 5 stars Great Guide for Marketers, January 29, 2009
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This review is from: Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth (Paperback)
Tim has done a tremendous job of distilling the best practices of how great marketing companies develop their marketing plans. His book is essentially a handbook which provides terrific, step-by-step direction for developing thorough, practical, use-able marketing plans. The section on strategic initiatives is especially helpful, as many less-experienced marketers seem to struggle with the differences between strategies and tactics. Tim lays it all out in very easy-to-use, comprehensive way. The book is a great introduction for people who want to learn about marketing and it is also a terrific refresher for marketers with more experience.

Susan Silver, President, Argentum Strategy Group
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