ABSTRACT
This chapter examines how organizational culture can be used to motivate changes needed for implementation of the plan; why is creating a marketing budget necessary for successful implementation; why are timelines and accountability necessary for goal achievement; and what unique challenges are posed by implementing a social media plan. Implementing a marketing plan requires motivating people, having sufficient funds, and allocating time and responsibility. Besides ensuring a focus on the mission, the marketer must determine is if there are any existing organizational principles or beliefs that must be changed if the strategy is to be successful. There are six steps that can help when implementing change: communicate; get personal; plan; sell; refine; and question. Creative and cultural organizations will use symbols to stress the importance of the mission of the organization. Implementation of a new marketing strategy is a creative process similar to any other creative work.
