The purpose of this book, like its predecessor Implementing Marketing Strategies : Part I, is to bring together HBR articles dealing with marketing execution. ranging from articles concerned with engaging strategies through the concreteness of product and service development or customer analysis, the collection then turns to tactical developments for marketers in managing the sale and in cultivating customers. A final set of articles concerns overall marketing phenomena, including the whole of marketing execution.

Contents:

*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 Ricarhad R. Still

*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 by John A. Quelch and Kristina Cannon-Bonventre

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

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

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

*Making your marketing strategy work by Thomas V. Bonoma