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" Using market knowledge / "
Rohit Deshpandé, editor
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BL
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| Record Number
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633635
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| Doc. No
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dltt
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| Title & Author
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Using market knowledge /\ Rohit Deshpandé, editor
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| Publication Statement
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Thousand Oaks, Calif. :: Sage Publications,, c2001
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| Page. NO
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vii, 391 p. :: ill. ;; 24 cm
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| ISBN
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0761921974 (cloth : alk. paper)
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: 0761921982 (pbk. : alk. paper)
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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
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| Subject
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Marketing research
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| Subject
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Marketing-- Management
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.2.U85 2001
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| Added Entry
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Deshpande, Rohit
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