The book describes a marketing knowledge management process based on a 3-step model. Assuming that knowledge is a fundamental asset for a firm to achieve sustainable competitive advantages, the book combines two research traditions - knowledge management and marketing management - to present the characteristics of marketing knowledge and the specificity of its management. Moreover, a new role for the Marketing department is clearly depicted.
Marketing Knowledge Management. Managing Knowledge in Market Oriented Companies
TROILO, GABRIELE
2006
Abstract
The book describes a marketing knowledge management process based on a 3-step model. Assuming that knowledge is a fundamental asset for a firm to achieve sustainable competitive advantages, the book combines two research traditions - knowledge management and marketing management - to present the characteristics of marketing knowledge and the specificity of its management. Moreover, a new role for the Marketing department is clearly depicted.
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