"I had $100,000 in my pocket and some marketing know-how, and I figured, 'How hard could it be to start your own tobacco company?"'

"Many of them have business experience, marketing know-how and contacts in the urban world," he explained, "so they may do very well."

Known as "Pop" Lubin, he constructed his own combined camera/projector he called a "Cineograph" and his lower price and marketing know-how brought reasonable success.

But there's something arrogantly ethnocentric in the way American marketing know-how has been used to transform one country's nationalist epic into another's splatter camp, complete with amusingly inept subtitles.

"We're using marketing know-how to build a business strategy that is not just based on cutting prices every few months," said Rob Howe, a senior vice president for marketing.

The marketing know-how is constantly modified with the latest techniques, most often pioneering on the Polish market.

The quality of Argentine wine is good relative to the price, but Chile has the marketing know-how.

For all their success in developing products, the center has been hindered commercially by a lack of marketing know-how.

But in 1989, Mr. Farr decided to try his hand at farming organically, using the marketing know-how the couple had acquired in the fashion and entertainment industries.

Jane has the marketing know-how, but if anyone is suited to setting up a ski clothing company, it's a member of the Palmer-Tomkinson dynasty.