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Marketing Implementation Part 1

Section 1

Bonoma: Making Your Marketing Strategy Work

Effective implementation is a matter of focusing on key areas of company structure and managers' skills.

Purposes of the article are to explain and help in diagnosing and solving marketing implementation problems, to catalog common problems of translating marketing strategies into management acts, and to recommend tactics for increasing the effectiveness of marketing practices.

Problems in marketing practices have two components: structural and human.

Strategy or implementation?
Marketing strategy and implementation affect each other.
Poor implementation can disguise good strategy
Two points stand out to help managers diagnose marketing implementation problems. First, poor execution tends to mask both the appropriateness and the inappropriateness of the strategy. Managers should look at marketing practices before making strategic adjustments. A careful examination of the how......

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Approximate Word Count: 8360
Approximate Pages: 34 (250 words per double-spaced page)

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