Unfortunately, many companies have difficulty with what many view as the most critical step in the promotional planning process-the setting of realistic objectives that will guide the development of an integrated marketing communications program.

• 不幸的是，很多公司无法确定什么才是推销过程中的最重要环节，也就是没有一套有实用价值的能引导整体市场推广计划的目标。