As anyone who has watched a great strategy crumble into little bits knows, implementation is as important as strategy and planning - maybe more so. In Section III, we provide insights into how to implement a well-designed marketing plan. We describe the difference between marketing plans based on convention and those based on science, the difference between how managers traditionally develop marketing programs and how they ought to be developing them using new technology. A chapter shows how the company can test the water without getting soaked. And we know that you can't measure success without a scorecard.

It seems there is always time to do it over, never time to do it right - which is just the attitude we hope to stamp out.