Chapter 10

Marketing Implementation and Control

Most of this book up to this point has been dedicated to showing how to analyze internal and external situations, how to set marketing objectives, and how to design marketing strategies. Marketing implementation and control are the last two steps in building a successful marketing plan. Marketing implementation and control should be based on the predetermined marketing objectives and strategies. Marketing implementation and control are practical actions to ensure that the set marketing strategies are carried out smoothly to reach the marketing objectives. Marketing strategies are no more than items on a wish list if they are not implemented properly. Up to 5% of marketing edge is created by marketing ...

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