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Gillette Personal Care Division: Marketing Planning and Control
內容大綱
Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system.