Knowledge-Based Marketing: The 21st Century Competitive Edge
By: Ian Chaston (author)Hardback
1 - 2 weeks availability
Coverage includes; an introduction to the concept of knowledge management; the evolving pathway of marketing; how e-business is radically altering the execution of the marketing task; how firms can map external knowledge sources; the competencies that determine performance, alternative marketing positions; planning techniques; how knowledge informs product innovation; the effective execution of promotions; alternative options for exploiting knowledge to optimize pricing and distribution decisions; the role that knowledge management plays in service marketing strategies; and, the recognized problems associated with accelerating the use of knowledge within the marketing process.
Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.
Knowledge and the Organization Marketing and the Application of Knowledge The Advent of E-Commerce Mapping Knowledge Systems Internal Competence Knowledge-Based Positioning Constructing Knowledge Plans Product Knowledge and Innovation Knowledge Provision Through Promotion Pricing and Distribution Managing Services and Customer Relationships Process Implementation
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- ID: 9781412900027
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