Franklin

Using market knowledge / Rohit Deshpandé, editor.

Publication:
Thousand Oaks, Calif. : Sage Publications, c2001.
Format/Description:
Book
vii, 391 p. : ill. ; 24 cm.
Subjects:
Marketing research.
Marketing -- Management.
Contents:
From market research use to market knowledge management / Rohit Deshpandé
Learning about markets / George S. Day
The use of market research : an exploratory study of manager and researcher perspectives / Gerald Zaltman and Rohit Deshpandé
The use of developmental and evaluative market research / Gerald Zaltman
Marketing and the changing information environment : implications for strategy, structure, and the marketing mix / Rashi Glazer
Implementing the marketing concept through a program of customer visits / Edward F. McQuarrie and Shelby H. McIntyre
Product managers' use of scanner data : a story of organizational learning / David K. Goldstein
Relationships between providers and users of market research : the role of personal trust / Christine Moorman, Rohit Deshpandé, and Gerald Zaltman
USER : a scale to measure use of market research / Anil Menon and James B. Wilcox
Market intelligence dissemination across functional boundaries / Elliot Maltz and Ajay K. Kohli
Commercial adoption of advances in the analysis of scanner data / Randolph E. Bucklin and Sunil Gupta
From decision support to decision automation : a 2020 vision / Randolph E. Bucklin, Donald R. Lehmann, and John D.C. Little.
Notes:
"MSI."
Includes bibliographical references and index.
Contributor:
Marketing Science Institute.
ISBN:
0761921974 (cloth : alk. paper)
0761921982 (pbk. : alk. paper)
OCLC:
43977761
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