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

Author

Listed:
  • Emre S. Ozmen

    (University of Salford)

  • M Atilla Oner

    (Yeditepe University)

  • Farzad Khosrowshahi

    (Leeds Metropolitan University)

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,

Suggested Citation

  • Emre S. Ozmen & M Atilla Oner & Farzad Khosrowshahi, 2012. "How to Form the Knowledge that Marketers Need? An Approach for Marketers to SMEs," Post-Print halshs-01200849, HAL.
    • Handle: RePEc:hal:journl:halshs-01200849
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01200849
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    References listed on IDEAS

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    1. Arend, Richard J. & Wisner, Joel D., 2005. "Small business and supply chain management: is there a fit?," Journal of Business Venturing, Elsevier, vol. 20(3), pages 403-436, May.
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    1. Emre S. Ozmen & M. Atilla Öner & Farzad Khosrowshahi & Jason Underwood, 2014. "SMEs’ Purchasing Habits," SAGE Open, , vol. 4(2), pages 21582440145, May.
    2. Emre S. Ozmen & M Atilla Oner & Farzad Khosrowshahi & Jason Underwood, 2013. "SME Buying Behaviour: Literature review and an application agenda," Post-Print halshs-01200695, HAL.

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