Knowledge-based marketing : the 21st century competitive edge /

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Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chaston, Ian
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Thousand Oaks, Calif. : Sage Publications, 2004.
Temas:
Marketing.
Marketing > Management.
Knowledge management.
Marketing
Knowledge Management
Marketing > Gestion.
Gestion des connaissances.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Knowledge management
Marketing > Management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Machine generated contents note: 1. Knowledge and the organisation
  • 2. Marketing and the application of knowledge
  • 3. advent of e-commerce
  • 4. Mapping knowledge systems
  • 5. Internal competence
  • 6. Knowledge-based positioning
  • 7. Constructing knowledge plans
  • 8. Product knowledge and innovation
  • 9. Knowledge provision through promotion
  • 10. Pricing and distribution
  • 11. Managing services and customer relationships.

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