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 Plans is 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.
Author(s): Tim Calkins
Year: 2008
Language: English
Pages: 184
Contents......Page 8
Introduction......Page 10
1 Who Needs a Marketing Plan, Anyway?......Page 14
2 Why So Many Marketing Plans Are a Waste of Time......Page 26
3 What Really Matters: The One-Page Summary......Page 40
4 The Best of the Best......Page 54
5 The Road Map: Step by Step......Page 60
6 Writing the Plan......Page 84
7 The Big Show......Page 102
8 Marketing Plan Template......Page 110
9 Breakthrough Marketing Plan Example......Page 128
10 Twenty Strategic Initiatives......Page 142
11 Common Questions......Page 162
Source Notes......Page 176
Acknowledgments......Page 180
D......Page 182
O......Page 183
T......Page 184
W......Page 185
