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

Emre S. Ozmen, M. Atilla Oner, Farzad Khosrowshahi

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, not the marketer’s belief.  In fact, when it comes to useful knowledge, the customer’s belief is more important than even the truth.  Rather than focusing on consumer or corporate buyers, in this article we turn our attention to SME buyers.  These knowledge fundamentals seem to be more relevant for them and the literature review for SME buying behavior is relatively limited.

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DOI: http://dx.doi.org/10.5296/bms.v3i1.1850

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