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Breakthrough marketing plans : how to stop wasting time and start driving growth / Tim Calkins.

by Calkins, Tim.

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Palgrave Macmillan, 2012.

Marketing -- Planning.

9780230340336 (pbk.)

248 p. ; 23 cm.

Includes bibliographical references and index.

Machine generated contents note: -- Table of Contents*Introduction*1.Who Needs a Marketing Plan, Anyway*2.Why So Many Marketing Plans Are a Waste of Time*3. What Really Matters: The One Page Summary*4. The Best of the Best*5. The Road Map: Step by Step*6. Writing the Plan*7. The Big Show*8. Marketing Plan Template*9. Example*10. Twenty Strategic Initiatives*11. Common Questions*Sources*Acknowledgements.

"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"--Publisher.

"An essential guide to creating simpler and more powerful marketing plans in an age of increasing amounts of data, marketing tactics, and competititve pressure"--Publisher.

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