Knowledge-Based Marketing: The 21st Century Competitive Edge

Knowledge-Based Marketing: The 21st Century Competitive Edge

by Ian Chaston
     
 

View All Available Formats & Editions

ISBN-10: 1412900026

ISBN-13: 9781412900027

Pub. Date: 04/01/2004

Publisher: SAGE Publications

This text for students and practicing managers explains how knowledge can be used to underpin and enhance the marketing management function within organizations. After an introduction to the concept of knowledge and the management of process, the book looks at how e- business is altering the execution of the marketing task, and shows firms how to determine which

Overview

This text for students and practicing managers explains how knowledge can be used to underpin and enhance the marketing management function within organizations. After an introduction to the concept of knowledge and the management of process, the book looks at how e- business is altering the execution of the marketing task, and shows firms how to determine which different knowledge sources impact an organization's performance. Alternative marketing positions and planning philosophies are described in the context of their use of knowledge. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9781412900027
Publisher:
SAGE Publications
Publication date:
04/01/2004
Pages:
288
Product dimensions:
6.69(w) x 9.53(h) x (d)

Table of Contents

List of Figures and Tablesvi
List of Abbreviationsviii
Prefacex
1Knowledge and the Organisation1
2Marketing and the Application of Knowledge22
3The Advent of E-commerce42
4Mapping Knowledge Systems63
5Internal Competence85
6Knowledge-based Positioning108
7Constructing Knowledge Plans127
8Product Knowledge and Innovation150
9Knowledge Provision Through Promotion176
10Pricing and Distribution196
11Managing Services and Customer Relationships217
12Process Implementation235
References254
Index268

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >