Marketing knowledge management managing knowledge in market oriented companies
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 marketin...
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| Format: | eBook |
| Language: | English |
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Cheltenham
Edward Elgar
c2006
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | 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 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 |
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| Physical Description: | xvii, 193 p ill |
| ISBN: | 9781845429072 9781781954379 1845429079 |