To what extent did SBH research the needs of its audience prior to developing a marketing strategy? Does it appear that SBH has an overall marketing plan? Does it appear that SBH had a significant grasp of the nature of marketing? What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides? What are the implications of marketing to the general public rather than targeting specific segments of the market? How much thought was given to measuring the effectiveness of the campaign going into the initiative?
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