The inquiry center concept fosters the competencies needed to ask key questions and provide useful answers about a firm's markets and its products or services in a continuous process of learning and renewal.

This article describes several lessons learned during my career. Some describe ways of approaching intellectual issues and others express values and attitudes underlying these approaches. Although the lessons have evolved in a largely academic context, they seem equally appropriate in the world...

Volume 1. Planned social change and the diffusion of innovation -- Volume 2. Zaltman metaphor elicitation technique -- Volume 3. Consumer behavior research -- Volume 4. Marketing management -- Volume 5. Marketing theory