Marketing Management, Millenium Edition Philip Kotler

? Executive summary and table of contents: This brief summary outlines the plan’s main
goals and recommendations; it is followed by a table of contents.
? Current marketing situation: This section presents relevant background data on sales,
costs, profits, the market, competitors, distribution, and the macroenvironment,
drawn from a fact book maintained by the product manager.
? Opportunity and issue analysis: This section identifies the major opportunities and
threats, strengths and weaknesses, and issues facing the product line or brand.
? Objectives: This section spells out the financial and marketing objectives to be achieved.