Marketing Implementation

Marketing Implementation:_


Marketing implementation is the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives.74 A brilliant strategic marketing plan counts for little if not implemented properly. Strategy addresses the what and why of marketing activities; implementation addresses the who, where, when, and how. They are closely related: One layer of strategy implies certain tactical implementation assignments at a lower level. For example, top management’s strategic decision to “harvest” a product must be translated into specific actions and assignments. Companies today are striving to make their marketing operations more efficient and their return on marketing investment more measurable (see Chapter 4). Marketing costs can amount to as much as a quarter of a company’s total operating budget. Marketers need better templates for marketing processes, better management of marketing assets, and better allocation of marketing resources. Marketing resource management (MRM) software provides a set of Web-based applications that automate and integrate project management, campaign management, budget management, asset management, brand management, customer relationship management, and knowledge

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