Using market knowledge. (2000)

• Record Type: Book
• Further Information: Note: Rohit Deshpandé, editor.
• Other Names: Deshpande, Rohit
• 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.
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2000
• Extent: 1 online resource (400 pages)
• Subjects: 658.8; Marketing research; Marketing -- Management; Marketing -- Management; Marketing research; Marketing -- Recherche; Marketing -- Gestion; Marktonderzoek
• Languages: English
• ISBNs: 9781452252056
• Related ISBNs: 145225205X
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.