EXECUTIVE SUMMARY This is the first thing (or the only thing) your readers are going to read. However, this should be the last thing you write — it is a summary of substance of what follows. A very rough guide is that your Executive Summary is no longer than one sentence per paragraph of the entire plan. A table of contents should follow the executive summary. SITUATIONAL ANALYSIS As opposed to Current Marketing Situation and Threats and Opportunities Analysis in Table 2.2 (p.65)
 
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