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 whats next. The contributing ...
Read More
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 whats 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.
Read Less
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority!