The implementation phase of the strategic marketing process carries out the marketing plan that emerges from the planning phase.

It has four key components:

(a) obtaining resources;

(b) designing the marketing organization to perform product management, marketing research, sales, and advertising and promotion activities;

(c) developing schedules to identify the tasks that need to be done and the time, the people responsible, and the deadlines for each task—often with an action item list and Gantt chart; and

(d) executing the marketing strategies, and the associated marketing tactics that contribute to the firm’s overall success.