How can we use market kwledge effectively? What needs to be done to move from market kwledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Editor Rohit Desphande, has assembled, in a single source, the key research on market kwledge management and the best information available for new ideas on what's next. The contributing authors are scholars from leading business schools including Harvard, MIT, and Wharton. Using Market Kwledge is appropriate for students in advanced marketing courses, scholars and faculty interested in improving their understanding of kwledge management, and professionals in market research firms.