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Full Product Details

Author:   Rohit Deshpande
Publisher:   SAGE Publications Inc
Imprint:   SAGE Publications Inc
Dimensions:   Width: 15.20cm , Height: 1.90cm , Length: 22.80cm
Weight:   0.540kg
ISBN:  

9780761921981

ISBN 10:   0761921982
Pages:   400
Publication Date:   14 November 2000
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of Contents

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

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