Implementation Evaluation Control

"The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives." Marketing Armstrong/Kotler Pg. 57

 "Many managers think that “doing things right” (implementation) is as important as, or even more important than, “doing the right things” (strategy). The fact is that both are critical to success, and companies can gain competitive advantages through effective implementation. One firm can have essentially the same strategy as another, yet win in the marketplace through faster or better execution. Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out." Marketing Armstrong/Kotler Pg. 57