Marketing Knowledge Management – Managing Knowledge in Market Oriented Companie…
Marketing Knowledge ManagementManaging Knowledge in Market Oriented Companies\nAuthor(s): Gabriele Troilo\nFormat: Hardback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781845429072, 978-1845429072\nSynopsis\nGabriele 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. 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. Marketing Knowledge Management describes the individual phases of the process in detail, exploring marketing .
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