Implementation

"Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (Armstrong and Kotler, Marketing: An Introduction pg.33)

"In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans." (Armstrong and Kotler, Marketing: An Introduction pg. 33)