How to Form the Knowledge that Marketers Need? An Approach for Marketers to SMEs

Emre S. Ozmen (), M Atilla Oner and Farzad Khosrowshahi ()
Additional contact information
Emre S. Ozmen: University of Salford
M Atilla Oner: Yeditepe University
Farzad Khosrowshahi: Leeds Metropolitan University

Post-Print from HAL

Abstract: Traditionally, the formula for knowledge consists of belief and truth. The key challenge behind this is to understand how a marketer can benefit from this knowledge. Like the traditional Chinese saying, the reason a ship floats or sinks is the same, it is because of water. Similarly, the success or failure of a marketing campaign depends on knowledge. For a marketer, useful knowledge is the combination between the truth and the customer " s belief,

Keywords: SME (search for similar items in EconPapers)
Date: 2012-09-12
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01200849v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Business Management and Strategy, 2012, 3 (1), pp.61-71

Downloads: (external link)
https://shs.hal.science/halshs-01200849v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01200849

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().