How to Innovate in Marketing (Collection), 2/e

Section VI. Execute and Evaluate: Create a Culture of Execution

“The fact is culture eats strategy for lunch.... You can have a good strategy in place, but if you don’t have the culture and the enabling systems to implement that strategy...the culture of the organization will defeat the strategy.”

—Dick Clark, former CEO of Merck

As you know now, creating a marketing plan takes significant effort, especially if this is the first time you have developed one. But it’s execution of the plan that will make your business successful. This concept may sound simple enough, but lack of execution is one of the biggest reasons companies fail to achieve their objectives. There are several reasons why this happens, and we will discuss these pitfalls and ...