This aspect of the decision-making process makes internal marketing a critical issue that you must address in your discussion of the implementation phase. Top-down planning often creates resistance in the implementation phase. They may feel that management is out of touch. Getting their input early and late in the planning process can go a long way toward easing the implementation of the selected alternative. In all instances, it is very difficult for employees to market the firm and its products as planned until the plan has been marketed to them.
Internal marketing plays a major role in determining the success of the plan.
If employees can be shown they will get things they value by helping the firm carry out this plan, the process has an excellent chance for success. Many managers feel that they would rather have a mediocre plan vigorously implemented, than an excellent plan implemented in a mediocre fashion. Read our Privacy Policy . All rights reserved. For problems or suggestions concerning this service, please contact the webmaster .