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Using Market Knowledge
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Using Market Knowledge

  • Rohit Deshpande - Hauser Center for Nonprofit Organizations and Kennedy School of Government, Harvard University, Harvard University, USA


June 2012 | 400 pages | SAGE Publications, Inc
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.

Rohit Deshpandé
From Market Research Use to Market Knowledge Management
George S Day
Learning about Markets
Gerald Zaltman and Rohit Deshpandé
The Use of Market Research
An Exploratory Study of Manager and Researcher Perspectives

 
Gerald Zaltman
The Use of Developmental and Evaluative Market Research
Rashi Glazer
Marketing and the Changing Information Environment
Implications for Strategy, Structure and the Marketing Mix

 
Ed F McQuarrie and Shelby H McIntyre
Implementing the Marketing Concept through a Program of Customer Visits
David K Goldstein
Product Managers' Use of Scanner Data
A Story of Organizational Learning

 
Christine Moorman, Rohit Deshpandé and Gerald Zaltman
Relationships between Providers and Users of Market Research
The Role of Personal Trust

 
Anil Menon and James Wilcox
USER
A Scale to Measure Use of Market Research

 
Elliot Maltz and Ajay Kohli
Market Intelligence Dissemination across Functional Boundaries
Randolph Bucklin and Sunil Gupta
Commercial Adoption of Advances in the Analysis of Scanner Data
Randolph Bucklin, Donald Lehmann and John D C Little
From Decision Support to Decision Automation
A 2020 Vision

 

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