O'Reilly logo

The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans by Robert Hamper

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

9Marketing Plan Implementation

Introduction

Many strategists consider the implementation phase of new strategic plans the weakest link in the process. An excellent strategic marketing plan is basically worthless unless it can be successfully implemented. Therefore, implementing the finished marketing plan requires a strategy all its own. To be successful, implementation needs the support of top management, good communication among all managers and staff members, close coordination of all departments, a method for handling resistance to change, and potential changes in the firm’s organizational structure and/or culture.

The goal of this chapter is to help you design an implementation strategy that will give your new marketing plan the best chance ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required