Tactical implementation: the devil is in the details

The realities of putting tactics to work confound people on the corporate firing line every day. Today's tumultuous marketplace and growing business complexities do not help. And front-line managers and employees are the ones facing many of these challenges while trying to make top management dreams a reality. Attention must focus on the critical yet often neglected issue of effective tactical implementation, including many of the misconceptions and factors that contribute to its failure or success. Based on an ongoing research program on marketing implementation challenges, 5 key principles of tactical implementation are highlighted, followed by 8 recommendations to help managers better cope with it - recommendations that apply to all aspects of business.