In recent years even governments around the world are beginning
to understand that knowledge is a critical contributor to
stimulating the rapid growth of entire economies. It is argued that
in a modern economy, knowledge is the most important resource
within the companies based within any country. The advent of the
Internet and automated e-business systems has provided an important
catalyst for firms wishing to exploit the benefits of using
knowledge to support their electronic trading activities.
The vast majority of texts on knowledge management tend to focus
on the information technology aspects of managing the concept.
Although management of technology is critical, there is an equally
important need for the provision of materials describing how
knowledge can be utilized in the execution of functional management
tasks. In view of this situation, the goal of this text is to show
readers how to comprehend that knowledge can be utilized to
underpin and enhance the marketing management function within
organizations. The concept is presented by drawing upon various
published sources and by the use of case materials to illustrate
knowledge management in practice.
Coverage includes; an introduction to the concept of knowledge
management; the evolving pathway of marketing; how e-business is
radically altering the execution of the marketing task; how firms
can map external knowledge sources; the competencies that determine
performance, alternative marketing positions; planning techniques;
how knowledge informs product innovation; the effective execution
of promotions; alternative options for exploiting knowledge to
optimize pricing and distribution decisions; the role that
knowledge management plays in service marketing strategies; and,
the recognized problems associated with accelerating the use of
knowledge within the marketing process.
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