Includes index

Marketing Strategy and Marketing Acts --; Diagnosing Practice Problems --; The Research Project --; Plan of the Book --; Managing Marketing --; A Model of Marketing Execution --; Gap Bridging: Execution Skills --; A Typology of Marketing Practice Problems --; Blocking and Tackling--Marketing Actions --; Management Mistakes with Marketing Functions --; Global Mediocrity --; Blocking and Tackling --; Marketing Programs --; Marketing Programs --; Program Management and Mismanagement --; Toward Good Programs Practice --; Marketing Systems --; Systems in General --; Systems in Marketing --; Management Failures with Marketing Systems --; A System That Could --; Marketing Policies --; Policy Guidelines --; Policies of Identity --; Direction Policies --; Bridging the Gap --; The Motorcycle and the Mechanic --; Interacting and Allocating Skills --; Interacting --; Allocating --; Monitoring and Organizing --; Monitoring --; Organizing --; Strategists and Implementers: are They Different? --; Stereotype of the Good Implementer --; Strategists Versus Implementers --; Study Results --; How to Train for Implementation Ability --; Conclusion and Extension: Marketing Leaders --; Marketing Quality --; Marketing Quality --; Quality in Marketing Practices --; Marketing Effectiveness and Efficiency --; Research Causes and Questions --; The Clinical Methodology for the Study of Practice