Breakthrough Marketing Plans
Palgrave Macmillan, $34.95
REVIEW WILLIAM YEOMAN
This is the second edition of Tim Calkins' classic book on developing effective marketing plans.
Calkins is professor of marketing at Northwestern University's Kellogg School of Management in Illinois.
The subtitle says it all: "How to Stop Wasting Time and Start Driving Growth".
Based on Calkins' experiences creating and using marketing plans, as well as rigorous academic theory, the book is aimed at those writing their first marketing plan and at more experienced practitioners who need reminding of the basics.Easy-to-follow chapters take you through key elements: planning, writing, presenting, strategic initiatives, while answering common questions and providing plenty of examples.