Knowledge-based Marketing

  • Chris West
Chapter
Part of the Macmillan Business Masters book series

Abstract

Knowledge is the fuel which powers all decision making. Other things being equal, good knowledge will result in good decisions and poor or inadequate knowledge will lead to bad decisions. Market research is the process by which companies acquire knowledge of the market places in which they operate, or would like to operate, in order to provide a firm foundation for marketing decisions.

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Copyright information

© Chris West 1999

Authors and Affiliations

  • Chris West

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