附註:Includes index.
The business review -- How to prepare a business review -- Problems and opportunities -- Sales objectives -- Target markets and marketing objectives -- Positioning -- Marketing strategies -- Communication goals -- Product/branding/packaging -- Pricing -- Distribution -- Personal selling/service -- Promotion/events -- Advertising message -- Advertising media -- Merchandising -- Publicity -- Marketing budget, payback analysis, and marketing calendar -- Plan execution -- Plan evaluation -- Marketing research and testing (R & T).
