Knowledge management for sales and marketing : a practitioner's guide /

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While this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and marketing activities. The book presents...

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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Young, Tom, 1955- (Author), Milton, N. J. (Nick J.) (Author)
Format: Electronic eBook
Language:Inglés
Published: Oxford : Chandos Publishing, 2011.
Series:Chandos knowledge management series.
Subjects:
Knowledge management.
Strategic planning.
Knowledge Management
Gestion des connaissances.
Planification stratégique.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • 1. Principles of knowledge management
  • 2. The sales and marketing context
  • 3. Knowledge management processes in sales, bidding and marketing
  • 4. Communities in sales and marketing
  • 5. Technology
  • 6. Knowledge management roles
  • 7. Culture and governance
  • 8. Case study from British Telecom: supporting a distributed sales force
  • 9. Case study from Mars, Inc.: knowledge management in sales and marketing
  • 10. Case study from Ordnance Survey: social networking and the transfer of knowledge within supply chain management
  • 11. Setting up a knowledge management framework for sales, marketing and bidding.

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