The Problems

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 3 in Breakthrough Marketing Plans, 2012, pp 23-41 from Palgrave Macmillan

Abstract: Abstract “THIS IS AN AWARD-WINNING MARKETING PLAN,” the executive gushed as he handed me a thick document. I admired its heft, its beautiful cover page, its perfect binding. I flipped through a few pages; each one was full of information and analysis. “This one received several prizes in the company,” the executive continued. “ It’s a great piece of work.”

Keywords: Situation Analysis; Senior Executive; Marketing Plan; Financial Forecast; Private Equity Investor (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_3

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DOI: 10.1057/9781137107619_3

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