Tim Calkins è un rispettato autore e consulente aziendale, dedito ad aiutare individui e aziende a comunicare chiaramente e a costruire marchi forti. In qualità di Professore Clinico di Marketing presso la Kellogg School of Management della Northwestern University, condivide la sua esperienza attraverso corsi su strategia e marketing. Attraverso la sua società, Class 5 Consulting, collabora con importanti aziende globali su questioni di strategia e branding. Il suo lavoro si concentra sulla trasmissione efficace del valore e sulla creazione di connessioni durature con il pubblico.
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