Marketing Knowledge Management.

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Troilo, Gabriele

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ISBN:9781845429072
Editorial: Edward Elgar
Fecha de la edición:2006
Encuadernación:Tapa dura
Dimensiones: 0 cm x 0 cm
Nº Pág.:192
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Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the fact that in todays markets, competitive advantage is achieved by companies which are knowledge-based and market oriented. The role of marketing in a knowledge-based company is also underlined: its purpose is to generate marketing knowledge, share it with other departments, and promote its use. As a consequence, the author argues, the marketing department is no longer simply responsible for functional activities, but rather must become a diffuser of knowledge dispersed within the organization.

Contents: Introduction 1. Market Orientation and Organizational Knowledge 2. Organizational Knowledge and Marketing Knowledge 3. Marketing Knowledge: A Model for Management 4. The Emersion of Marketing Knowledge 5. The Generation of Marketing Knowledge 6. The Sharing and Use of Marketing Knowledge 7. Conclusion - A Marketing Knowledge Management Strategy and New Roles for the Marketing Function Bibliography Index.