Tim Calkins is a respected business author and consultant, dedicated to helping individuals and companies communicate clearly and build strong brands. As a Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, he shares his expertise through courses on strategy and marketing. Through his firm, Class 5 Consulting, he collaborates with major global corporations on strategy and branding issues. His work focuses on effectively conveying value and forging lasting connections with audiences.
Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.
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.
Provides guidelines for sustainable growth in an increasingly turbulent global environment