MARKETING

IMPLEMENTATION
Marketing implementation is the process that turns
marketing plans into action assignments and
ensures that such assignments are executed in a
manner that accomplishes the plans stated
objectives (Kotler 1997)
STRATEGY:
What? and Why? Of marketing activities

IMPLEMENTATION:
Who? Where? When? And How?

EFFECTIVE IMPLEMENTATION:
FOUR SKILLS
YOU NEED SKILLS IN:
Recognizing and diagnosing a problem
Assessing the company level where the
problem exists
Implementing plans
Evaluating and implementing results

MARKETING
IMPLEMENTATION
It is the process of executing the marketing
strategy by creating specific actions that
will ensure that the marketing objectives are
achieved
Good implementation is critical to the
overall success of the organization

ISSUES IN MARKETING
IMPLEMENTATION
Planning and implementation are
interdependent processes
Planning and implementation are constantly
evolving
Planning and implementation tend to be
separated within the organization
Ferrell and Hartline (2004)

THE ROLE OF INTERNAL

MARKETING IN IMPLEMENTATION
Internal marketing refers to the managerial
actions necessary to make all members of
the organization understand and accept their
respective roles in implementing the
marketing process
All employees at all levels are viewed as
having two sets of customers : Internal
Customers and External Customers

PROCESS MAPPING AND

ACTIVITY SCHEDULING
PERT (Project Evaluation Review
Technique) -- Polaris Weapon Systems
CPM (Critical Path Method) -- Du Pont
Involve Activity Scheduling

Critical Path
EST (Earliest Start Time)
LST (Latest Starting Time)
Project Crashing (Crash time vs. Normal time)