Contents:

Engaging Strategy

*The globalization of markets by Theodore Levitt

*Get new products from customers by Eric von Hippel

*Designing services that deliver by G. Lynn Shostack

*How to segment industrial markets by Benson P. Shapiro and Thomas V. Bonoma

*Adapting products to LDC tastes by John S. Hill and Richard R. Still



Managing The Sale and Keeping the Customer

* Major sales : Who really does the buying? by Thomas V. Bonoma

* It`s time to make trade promotion more productive by John A. Quelch

* Better marketing at the point of purchase

* Industrial distributors - when, who, and how? by James D. Hlavacek and Tommy J. McCuistion

* Quality is more than making a godd product by Hirotaka Takeuchi and John A. Quelch



Managing Marketing

* After the sale is over... by Thoedore Levitt

* Making your marketing strategy work by Thomas V. Bonoma