Knowledge-Based Marketing: The 21st Century Competitive Edge

Knowledge-Based Marketing: The 21st Century Competitive Edge

By: Ian Chaston (author)Hardback

1 - 2 weeks availability

Description

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.

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About Author

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.

Contents

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

Product Details

  • publication date: 21/04/2004
  • ISBN13: 9781412900027
  • Format: Hardback
  • Number Of Pages: 288
  • ID: 9781412900027
  • weight: 635
  • ISBN10: 1412900026

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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