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Breakthrough Marketing Plans How to Stop Wasting Time and Start Driving Growth

ISBN-10: 0230340334
ISBN-13: 9780230340336
Edition: 2nd 2012 (Revised)
Authors: Tim Calkins
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Description: 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  More...

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Book details

Edition: 2nd
Copyright year: 2012
Publisher: Palgrave Macmillan
Publication date: 12/21/2012
Binding: Paperback
Pages: 248
Size: 6.00" wide x 9.25" long x 0.75" tall
Weight: 0.814
Language: English

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 Plansis an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.

Introduction
Why Bother?
The Problems
The Key Elements
The Best Marketing Plans
The Planning Process
Writing the Plan
Presenting: The Big Show
Twenty Strategic Initiatives
Marketing Plan Template
Common Questions
Example: Flahavan's
Example: Edzo's
Notes
Source Notes
Acknowledgments
Index

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