Strategic Marketing: Planning and Control, Third Edition

■ Implementation

■ Control

Part 3 examines issues relating to implementation and control. Any stra-
tegic activity must address two basic issues – selecting a competitive strat-
egy and putting it into practice. Implementation and control address the
second issue. Managers should never underestimate the importance, or
indeed complexity, of ‘putting in into practice’.
Chapter 13 assesses the general issues pertaining to implementation
and how to build effective implementation approaches within the context
of marketing projects. Chapter 14 is concerned with the application of
financial measures, performance appraisal and benchmarking as control
mechanisms. The concept of control loops applied to marketing is also
examined.