By marketing, I mean corporate marketing, selling, promoting and advertising. Not grocery shopping. Tomorrow, page one of THE WALL STREET JOURNAL features a story by Deborah Ball on the cleaning habits of women in Italy. Fun facts about the cleaning obsession over there — and interesting lessons in marketing for companies everywhere. We learn how consumer products companies must "turn their products and marketing inside out" to persuade Italian women to try new product innovations. These companies are lucky. Professional services and business-to-business often don’t have the results of new service introductions delivered to them quite so measurably — but on the B2B side, we can take a page from the try-try-again customer focus in consumer products.