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Laureen, US
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Implementation of Marketing Strategy
A marketing strategy is one thing, successfully implementing it is another! Who knows a good generic marketing implementation theory, or has a method or model to implement a marketing strategy? Thanks,.
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Deborah, UK
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Marketing Implementation Models It's remarkable there is not a lot written on this topic. Could it be that marketers rather spend their time on the creative phase? I'd suggest:
1. Create Marketing Strategy
2. Create Marketing Implementation Program (Use McKinsey 7S framework to include all aspects: Structure, Systems, Style, Staff, Skills, Strategy, Shared Values)
3. Implement Marketing Implementation Program.
4. Monitor and adjust if necessary.
Compare also the marketing implementation process of Evans and Berman (Marketing, 1985):
1. Marketing strategy
2. Tactical decisions
3. Implementing the marketing mix (internal factors, external factors)
4. Monitor results
5. Adaptation of strategy/results.
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Ramkishan Rajan, India
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SMART Marketing Implementation For a simplistic approach, I would recommend that the marketing implementation model be based on the SMART MBO framework famously proposed by Drucker. Based on the strategy, break the marketing elements so that they are 1. Specific 2. Measurable 3. Achievable 4. Relevant 5. Time-specific. This is an excellent way to ensure that the implementation can be planned, monitored and tracked. Of course, depending on the complexity of the strategy, a lot of care must be given to the specific objectives and measurements used.
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W.Cash, United States
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Communicating Marketing Strategy For fundamental marketing strategy tools, you may find the Strategy Map by kaplan and norton helpful.
By focusing on the Customer Value Proposition, marketers can effectively develop and communicate strategies which are applicable and relevant at all organizational levels.
Good luck!
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