Implementing Marketing Plans
In this chapter we move to a different stage of our effective marketing management model-implementation (see Figure 7.1).
Members of a target market do not see and react to a marketing strategy, they see and react to the implementation of that strategy. A brilliant strategy with disastrous implementation does not turn out well. On the other hand, brilliant implementation of a fair strategy will usually generate very good results. Good implementation of a good strategy may generate great results. In this chapter the major issues involved in the implementation of marketing strategies will be explored, including internal marketing, total quality management, and implementing the marketing mix.