| Description |
xvii, 193 pages ; 24 cm |
| Contents |
Market orientation and organizational knowledge -- Organizational knowledge and marketing knowledge -- Marketing knowledge : a model for management -- The emersion of marketing knowledge -- The generation of marketing knowledge -- The sharing and use of marketing knowledge -- Conclusion--A marketing knowledge management strategy and new roles for the marketing function |
| Summary |
"Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the fact that in today's markets, competitive advantage is achieved by companies which are knowledge-based and market-oriented." "Marketing Knowledge Management describes the individual phases of the process in detail, exploring marketing knowledge emersion, marketing knowledge generation and marketing knowledge sharing and use. The tools required to effectively implement any single phase are also discussed." "Emphasising that marketing should broaden its scope to encompass effective marketing knowledge management, this book will be invaluable to: students, researchers and academics with an interest in knowledge management and all areas of marketing (including organizational aspects, marketing in an information age and marketing information systems). Practising marketeers will also find that this book provides essential reading material."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
|
Knowledge management.
|
|
Marketing.
|
| LC no. |
2006014937 |
| ISBN |
1845429079 hardcover |
|
9781845429072 hardcover |
|
