"Tim Calkins tells what really goes on, and what should go 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 fail 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 help in articulating a strategy that is about both words and actions, and a must read for any CEO or CMO looking to establish a consistent marketing dialog throughout their organization."

Scott M. Davis
Senior Partner
Prophet

"Tim Calkins' book is the new 'The Elements of Style' for marketing plans. It is clear, simple, yet thorough. Unlike many marketing plans I have read and personally created at times in my career, it is not overcomplicated. It is an ideal book for anyone who needs to create a clear, compelling, and well integrated marketing plan. Executing on the fundamentals in Breakthrough Marketing Plans can create value day 1"

Bracken Darrell
Global President
Braun

"Tim Calkins offers an invaluable resource in the time-starved lives of today's marketing professionals."

Jeffrey Cohen
Global Vice President of Marketing
CIBA VISION

"Tim Calkins has successfully distilled all the marketing theory behind powerful marketing plans into a very pragmatic approach that will not only help guide novice marketers but also will remind experienced marketing leaders of the core fundamentals to driving business growth."

Paul Groundwater
Vice President, Global Brand Leader
Trane, Inc.

"Practical, action-oriented, to the point. Breakthrough Marketing Plans is a valuable tool for marketing professionals and business leaders alike."

Pete Georgiadis
President & CEO
Synetro Group