Planning goods strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it property. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Implementation involves day to day, month to month activities that effectively put the marketing plan to work. Whereas marketing planning addresses what and why of marketing activities, implementation address who, where, when, and how. People at all levels of the marketing system must work together to implement marketing plans and strategies. Marketing managers make decisions about target segments, branding, packaging, pricing, promoting, and distributing. They work with people elsewhere in the company to get support for their products and programs. Successful marketing implementation depends on how well the company blends its people, organization structure, decision and reward systems, and company culture into a cohesive action program that supports its strategies. At all levels, the company must be staffed by people who have the needs skills, motivation, and personal characteristics. The company formal organizational structure plays an important role in implementing marketing strategy. Finally, to be successfully implemented, the firm's marketing strategies must fit with its company culture, the system of the values and benefits shared by people in the organization.