The Key Elements

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 4 in Breakthrough Marketing Plans, 2012, pp 43-61 from Palgrave Macmillan

Abstract: Abstract MARKETING PLANS ARE NOT ALL THAT COMPLICATED. You create one for a specific purpose: to set the course for a business and to ensure that everyone is on the same page. It is a working document; you aren’t trying to create a literary masterpiece that will take its place beside War and Peace. As marketer Greg Wozniak remarked, “It is almost scary how basic it is.”

Keywords: Market Share; Good Objective; High Goal; Marketing Plan; Strategic Initiative (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_4

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DOI: 10.1057/9781137107619_4

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