Product Planning: The Nature and Contents of a Marketing Plan 产品计划:营销计划的性质和内容 Contents of the Marketing Plan 营销计划的内容 Executive Summary执行概要 Current Marketing Situation当前营销状况 Opportunity and issue analysis机会和问题分析 Objectives目标 Marketing strateg. y营销战略 Action programs行动方案 Financial projections财务目标 Implementation controls执行控制 4-54-5 Product Planning: The Nature and Contents of a Marketing Plan 产品计划：营销计划的性质和内容