MARKETING IMPLEMENTATION

Marketing implementation is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plans stated objectives (Kotler 1997) STRATEGY:
What? and Why? Of marketing activities

IMPLEMENTATION:
Who? Where? When? And How?

EFFECTIVE IMPLEMENTATION: FOUR SKILLS

YOU NEED SKILLS IN:
Recognizing and diagnosing a problem Assessing the company level where the problem exists Implementing plans Evaluating and implementing results

MARKETING IMPLEMENTATION
It is the process of executing the marketing strategy by creating specific actions that will ensure that the marketing objectives are achieved Good implementation is critical to the overall success of the organization

ISSUES IN MARKETING IMPLEMENTATION

Planning and implementation are interdependent processes Planning and implementation are constantly evolving Planning and implementation tend to be separated within the organization
Ferrell and Hartline (2004)

THE ROLE OF INTERNAL MARKETING IN IMPLEMENTATION

Internal marketing refers to the managerial actions necessary to make all members of the organization understand and accept their respective roles in implementing the marketing process All employees at all levels are viewed as having two sets of customers : Internal Customers and External Customers

PROCESS MAPPING AND ACTIVITY SCHEDULING

PERT (Project Evaluation Review Technique) -- Polaris Weapon Systems CPM (Critical Path Method) -- Du Pont Involve Activity Scheduling
Critical Path EST (Earliest Start Time) LST (Latest Starting Time) Project Crashing (Crash time vs. Normal time)