Assessing the Open Method of Coordination

Tim Calkins tells what really goes on, and what should go on to on to prepare a winning marketing plan. I highly recommend this book to marketing and brand managers to help them create really pointed and impactful marketing plans. - Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management Tim Calkins provides the practical guidance that marketers are longing for. This book lays out a clear path to creating marketing plans that will get supported, and more importantly, drive results. - Ed Buckley, VP Marketing, UPS For new marketers and experienced practitioners, Breakthrough Marketing Plans, provides a practical roadmap for developing effective marketing plans that actually serve as daily action guides rather than dusty shelf ornaments. - M. Carl Johnson III, Senior Vice President and Chief Strategy Officer, Campbell Soup Company Tim Calkins is an award-winning professor and marketer. He knows why most plans fails and what needs to be done to make them useful: set measurable goals, choose a strategy and support it, develop key tactics, and keep it short. Breakthrough Marketing Plans is a wonderfully useful book that will change the way marketers and marketing students operate. Read it: it will make you a better marketer! - Pierre Chandon, Associate Professor of Marketing, INSEAD A simple, powerful roadmap to creating a simple, powerful marketing plan. - Professor John Quelch, Senior Associate Dean, Harvard Business School Stunningly simple. A great guide for anyone who strives to have clarity and impact from their marketing strategies - from the CEO to an entry level marketer. Tim Calkins is an academic with a real world view. - Randy Gier, Chief Consumer Officer, Dr Pepper Snapple Group Tim demystifies and simplifies the critical exercise of driving out world class marketing strategies and executional plans . . .a must-read for any marketer needing he