Buch, Englisch, 400 Seiten, Format (B × H): 316 mm x 239 mm, Gewicht: 540 g
Buch, Englisch, 400 Seiten, Format (B × H): 316 mm x 239 mm, Gewicht: 540 g
ISBN: 978-0-7619-2198-1
Verlag: SAGE PUBN
How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Editor Rohit Desphande, has assembled, in a single source, the key research on market knowledge management and the best information available for new ideas on what's next. The contributing authors are scholars from leading business schools including Harvard, MIT, and Wharton.
Using Market Knowledge is appropriate for students in advanced marketing courses, scholars and faculty interested in improving their understanding of knowledge management, and professionals in market research firms.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
From Market Research Use to Market Knowledge Management - Rohit Deshpandé
Learning about Markets - George S Day
The Use of Market Research - Gerald Zaltman and Rohit Deshpandé
An Exploratory Study of Manager and Researcher Perspectives
The Use of Developmental and Evaluative Market Research - Gerald Zaltman
Marketing and the Changing Information Environment - Rashi Glazer
Implications for Strategy, Structure and the Marketing Mix
Implementing the Marketing Concept through a Program of Customer Visits - Ed F McQuarrie and Shelby H McIntyre
Product Managers' Use of Scanner Data - David K Goldstein
A Story of Organizational Learning
Relationships between Providers and Users of Market Research - Christine Moorman, Rohit Deshpandé and Gerald Zaltman
The Role of Personal Trust
USER - Anil Menon and James Wilcox
A Scale to Measure Use of Market Research
Market Intelligence Dissemination across Functional Boundaries - Elliot Maltz and Ajay Kohli
Commercial Adoption of Advances in the Analysis of Scanner Data - Randolph Bucklin and Sunil Gupta
From Decision Support to Decision Automation - Randolph Bucklin, Donald Lehmann and John D C Little
A 2020 Vision
