内容

目次

MASTERMINDING THE STORE. Getting Started. Positioning the Company. KnowYour Consumer and Competitor Before Writing the Game Plan. TheMarketing Plan. ADVERTISING, SALES PROMOTION, AND THE NEW MARKETINGREALITY. Creating and Developing the Brand Image. Formulating theCreative. Media Planning. Creative Adaptation for the Media. SalesPromotion. The Merchandising Arena: Point of Purchase and PersonalSelling. Public Relations: The Art of the Spin. Doing It By theNumbers: Budgeting, Timetables, and Measuring Results. Conclusion.References. Index.