ABSTRACT
Planning and strategy are important but, without implementation, it is a pointless and expensive exercise which will probably take the organisation backwards rather than forward.
But we should be clear; ‘implementation’ is NOT the same as ‘tactics. This section is not a shortened overview of marketing tactics – we aren’t concerned with the short-lived intricacies of web analytics or the role of social networks on viral campaigns. Our concern here is solely how to move our longer term plans into action. Possibly against the wishes of some other functions in the organisation – sometimes against the marketing tacticians too…
You may be involved with implementation directly or you may not. All that matters is that what you planned to happen – happens. This may not be as easy as you think.
