marketing implementation

Marketing implementation is a crucial stage in the overall marketing process, following strategic analysis and marketing-mix planning. It involves putting the planned marketing tactics into action to achieve business objectives.123

A key aspect of marketing implementation is the coordination of various promotional tools, such as advertising, sales promotion, and publicity. Historically, companies often hired different agencies for each element, which could lead to a lack of harmony and a confusing message for consumers. For instance, an advertisement emphasizing luxury might clash with one promoting rebates.1

To avoid this, companies increasingly adopt integrated marketing communications (IMC). IMC ensures all promotional efforts work together cohesively, allowing for more efficient resource utilization and better allocation of expenditures. This approach treats all promotional tools as part of a single, unified effort, considering the cost and effectiveness of each.1

The marketing process also includes marketing control, which involves evaluating the effectiveness of marketing programs over time to ensure they continue to meet objectives. This control aspect includes monitoring sales, market share, marketing expenses, and customer satisfaction.2