Using Market Knowledge

Using Market Knowledge

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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 top-notch scholars from leading business schools including Harvard, MIT, and Wharton.The sales manager might state, for example, that a competitor is making significant inroads in a key market and, therefore, ... Product managers note three distinct ways in which they use scanner data to modify their stories (see Table 7.2 ).

Title:Using Market Knowledge
Author:Rohit Deshpande
Publisher:SAGE Publications - 2000-10-06


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