Tim Calkins es un respetado autor y consultor de negocios, dedicado a ayudar a individuos y empresas a comunicarse con claridad y construir marcas sólidas. Como Profesor Clínico de Marketing en la Kellogg School of Management de la Northwestern University, comparte su experiencia a través de cursos sobre estrategia y marketing. A través de su empresa, Class 5 Consulting, colabora con importantes corporaciones globales en temas de estrategia y marca. Su trabajo se centra en transmitir valor de manera efectiva y forjar conexiones duraderas con las audiencias.
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