Twenty Strategic Initiatives

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 9 in Breakthrough Marketing Plans, 2012, pp 141-166 from Palgrave Macmillan

Abstract: Abstract AT THE HEART OF ANY MARKETING PLAN lies the strategic initiatives; these are the big moves. This is the part of a marketing plan that really matters; it should be the focus of the discussion and debate.

Keywords: Price Increase; Brand Equity; Brand Awareness; Strategic Initiative; Purchase Intent (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_9

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DOI: 10.1057/9781137107619_9

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