Prefce
Acknowledgements
About the Authors
Chapter 1 Marketing Planning
Overview
Definition and Objectives of Plans Frequent Mistakes in the Planning Process
What Makes a Good Planning System：Some Empirical Results
Is Planning Worthwhile?
The Planning Process
Approaches to Planning
Steps in the Planning Process
Components of the Marketing Plan
The Executive Summary
Situation Analysis
Marketing Objectives/Strategy
Supporting Marketing Programs
The Rest of the Plan
Example
Two Case Studies
Energy Bars(ca．2002)
Personal Digital Assistants (ca.1999)
Summary
References
Appendix Marketing Plan Outline
Chapter 2 Defining the Competitive Set
Chapter 3 Industry Analysis
Chapter 4 Competitor Analysis
Chapter 5 Customer Analysis
Chapter 6 Market Potential and Sales Forecasting
Chapter 7 Developing Marketing Strategy
Appendix A
Index
· · · · · · (收起)