Customer Knowledge Acquisition in the Business Products Market
Abstract
Examines how the business productsâmarketing 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 which firms should strive to possess about their customers in order to create value. Puts forward two key premisses regarding where customer knowledge acquisition efforts should lie, and what the results of these activities should be. Presents the results of an empirical study conducted in the telecommunications industry on this topic. Concludes by drawing managerial implications.
Keywords
Citation
Gordon, G.L., Calantone, R.J., di Benedetto, C.A. and Kaminski, P.F. (1993), "Customer Knowledge Acquisition in the Business Products Market", Journal of Product & Brand Management, Vol. 2 No. 3, pp. 23-25. https://doi.org/10.1108/EUM0000000002977
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited