Tim Calkins je uznávaný autor a konzultant v oblasti obchodu, který se specializuje na pomoc jednotlivcům a společnostem s jasnou komunikací a budováním silných značek. Jako klinický profesor marketingu na Kellogg School of Management na Northwestern University sdílí své znalosti prostřednictvím kurzů jako Marketingová strategie. Prostřednictvím své firmy Class 5 Consulting spolupracuje s předními světovými korporacemi na strategických a značkových otázkách. Jeho práce se zaměřuje na to, jak efektivně prezentovat hodnoty a vytvářet trvalé spojení s publikem.
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