Can Your Marketing Planning Procedures be Improved?
研究六家消费品公司的年度营销计划制定实践，对比规划方法，为改进营销规划流程提供基准和指南。
Just how do companies go about developing their annual marketing plans? A study of six consumer package goods companies compares and contrasts planning practices, and establishes “benchmarks” and “guidelines” for improving marketing planning procedures.