Using market knowledge

by Deshpandé, Rohit

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Title Statements

Full title :Using market knowledge / Rohit Deshpandé, editor.

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Edition Statements

Publication Date:©2001.

Publication Statements

Publisher(s):SAGE Publications
Place of Publication:Thousand Oaks, Calif
Language:eng
Publication Date:©2001.

The Physical Object

Description:1 online resource (vii, 391 pages :) : : illustrations

Edition Identifiers

ISBN:9781452252056, 145225205X, 9781483328607, 1483328600, 9780761921981, 0761921982
oclc:ocn811403277
LC Classification:HF5415.2
Dewey Decimal:658.8

Cover; Contents; Acknowledgments; Chapter 1 -- From Market Research Use to Market Knowledge Management; Chapter 2 -- Learning about Markets; Chapter 3 -- The Use of Market Research: An Exploratory Study of Manager and Researcher Perspectives; Chapter 4 -- The Use of Developmental and Evaluative Market Research; Chapter 5 -- Marketing and the Changing Information Environment: Implications for Strategy, Structure, and the Marketing Mix; Chapter 6 -- Implementing the Marketing Concept through a Program of Customer Visits

Chapter 7 -- Product Managers' Use of Scanner Data: A Story of Organizational LearningChapter 8 -- Relationships between Providers and Users of Market Research: The Role of Personal Trust; Chapter 9 -- USER: A Scale to Measure Use of Market Research; Chapter 10 -- Market Intelligence Dissemination across Functional Boundaries; Chapter 11 -- Commercial Adoption of Advances in the Analysis of Scanner Data; Chapter 12 -- From Decision Support to Decision Automation: A 2020 Vision; Appendix: Publication History; Index; About the Authors

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