Gordon, Geoffrey L.; Calantone, Roger J.; di Benedetto, … - In: Journal of Product & Brand Management 2 (1993) 3, pp. 23-25
Examines how the business products‐marketing firm acquires knowledge about its customers. Objectives include … identifying the most effective means by which organizations can acquire customer knowledge, and the specific kind of knowledge … regarding where customer knowledge acquisition efforts should lie, and what the results of these activities should be. Presents …