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

(Full disclosure: I had the privilege of being taught by the author in a mini-MBA course.) The title and the packaging are clearly better suited for a seminar you bought watching a 2AM infomercial, because AMERICA! or something. But the plain truth is that this is a great book. It will, if nothing else, demonstrate the rigor involved with developing a marketing plan that attaches itself to the bottom line. Yes, there are numbers and you will be accountable. But that's a good thing! Far too often, marketing is relegated to the dustbin of sloganeering or somesuch. Nope, this will unfailingly help you be the link between corporate strategy and needle-moving growth. It's really that indispensable -- clearly written in crisp language, with ample examples to boot. Whether you're in a Very Large Company (TM) or a startup, there's an indispensable amount of wisdom in these pages.

The author has great knoledge on MKT plans and gives us valuable advices, specially about how to present the plan to the senior executives, both in written and spoken forms. I don't think this book is good enough to replace more solid references as Malcom Macdonald's book, but it is worthy reading it before you think you know how to develop a mkt plan.

Quick guide with strong fundamentals. Great book to share with your colleagues and team members. I recommend it to any marketing professional at any stage in his or her career.

Highly recommended read for those seeking assurance that their strategic marketing plans connect the dots and deliver the desired results. So many times, marketing plans devolve into a morass of media relations, tactical trade shows and budgetary considerations without much thought or review. This book really takes you through the steps and gives you concrete advice on how to plan, adjust and tweak your marketing plans to achieve the growth results you desire for your business.

Breakthrough Marketing Plans has been part of my Marketing Issues for Engineers class since the first edition came out. Tim does a great job boiling down the intimidating marketing plan into some simple concepts that marketers and non-marketers can relate to.His framework keep you focused on the most important thing-accomplishing your business objectives. Whenever you are starting the maketing planning process, it is a good book to review.

Prof Calkins presents complete process for developing and "selling" effective plans. The book reflects the fact that he has worked with countless executives in real business situations, resulting in useful solutions for the real world. I have had my agency partners read the book so we're all functioning at a higher level.

Good for organizing ideas, but nothing new. I read most of it but is hard to follow in some parts.

The book is quite useful conceptually. Same time I would have expected more fact and figures.

Spends most of tte book setting the case for a need for a marketing plan but when it comes to templates and actual advice Orta half cooked

Me gusto que trae ejemplos lo que hace que sea más accionable.

Ottimo: semplifica tutte le modalità di creazione di un Piano Marketing. Da suggerire fortemente a tutte le medie e grandi imprese le quali, spesso, gesticono la pianificazione di marketing come un atto dovuto ma, secondo loro, non necessario.

Livre bien structuré qui aide beaucoup dans la formalisation et la rédaction du plan. Rien de révolutionnaire, mais il permet vraiment de se concentrer sur l'essentiel, l'écriture d'un bon plan marketing.