Using Market Knowledge - Rohit Deshpande

. .

Résumé :
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.

Sommaire:
From Market Research Use to Market Knowledge Management - Rohit Deshpand? Learning about Markets - George S Day The Use of Market Research - Gerald Zaltman and Rohit Deshpand? 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 Deshpand? 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