Actionable marketing knowledge: A close reading of representation, knowledge and action in market research
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DOI: 10.1016/j.indmarman.2017.08.005
Abstract: Abstract This paper conceptualizes the notion of actionable marketing knowledge by investigating how market researchers produce and justify actionable recommendations for their clients. We build upon the market practices approach, as well as a close… read more here.
Keywords: marketing knowledge; knowledge; actionable marketing; close reading ... See more keywords