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Twenty Strategic Initiatives

In: Breakthrough Marketing Plans

Author

Listed:
  • Tim Calkins

    (Kellogg School of Management)

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.

Suggested Citation

  • Tim Calkins, 2012. "Twenty Strategic Initiatives," Palgrave Macmillan Books, in: Breakthrough Marketing Plans, edition 0, chapter 0, pages 141-166, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-1-137-10761-9_9
    DOI: 10.1057/9781137107619_9
    as

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