Using Market Knowledge

by Rohit Deshpande

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.

400 pages, Paperback

First published October 6, 2000