Using Market Knowledge
By (author) Rohit Deshpande
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Using Market Knowledge by Rohit Deshpande
Book DescriptionHow 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.
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Book DetailsISBN: 9780761921981
(229mm x 152mm x 19mm)
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 14-Nov-2000
Country of Publication: United States
Books By Author Rohit Deshpande
Global Market, Hardback (June 2004)
Discusses the twin forces of ideological and technological change that make globalization the most important issue facing executives. This book shows how many companies who have developed a global strategy, face the challenge of balancing a multinational presence with demands of the 'unglobal consumer' who does not have a 'one size fits all' need.
Developing a Market Orientation, Paperback (May 1999)» View all books by Rohit Deshpande
The Marketing Service Institute has a 38 years history of funding high-profile scholarly research on topics that have managerial significance. This book demonstrates the importance of market orientation on organizational culture, on strategy, and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
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