Tim Calkins est un auteur et consultant d'affaires respecté, qui aide les individus et les entreprises à communiquer clairement et à bâtir des marques fortes. En tant que Professeur Clinique de Marketing à la Kellogg School of Management de la Northwestern University, il partage son expertise à travers des cours sur la stratégie et le marketing. Par l'intermédiaire de sa société, Class 5 Consulting, il collabore avec de grandes entreprises mondiales sur des questions de stratégie et de marque. Son travail se concentre sur la transmission efficace de la valeur et la création de liens durables avec les publics.
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