The Best Marketing Plans

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 5 in Breakthrough Marketing Plans, 2012, pp 63-71 from Palgrave Macmillan

Abstract: Abstract WHILE RESEARCHING THIS BOOK, I asked dozens of marketers the same question: “ Tell me about the best marketing plan you have ever seen. What made it so good?” Whether they worked in pharmaceuticals or financial services or consumer packaged goods, whether they worked for a nonprofit or a for– profit organization, and whether they worked in the United States or Asia, their answers were all the same.

Keywords: Brand Equity; Good Market; Marketing Plan; Strategic Initiative; Walk Away (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-10761-9_5

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DOI: 10.1057/9781137107619_5

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