Chapter 27
Getting to Know Yourself: The Business Review
In This Chapter
◆ Why you need a business review
◆ What comprises the business review (hint: your “Five Ps” are involved)
◆ Applying the business review technique to your operation
 
The business review is a standard tool in anybody’s marketing starter-kit. You’ll find the same basic questions in most marketing textbooks, usually presented under such electrifying titles as “Internal Marketing Needs Assessment.”
I’ve spent much of past two decades helping businesses improve their advertising and marketing methods. As I’ve met with businesses and assessed their needs, I’ve developed my own version of the business review. It changed a lot in the early years and then settled down into the outline ...

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