Knowledge-Based Marketing : The 21st Century Competitive Edge.
Title:
Knowledge-Based Marketing : The 21st Century Competitive Edge.
Author:
Chaston, Ian.
ISBN:
9781412931632
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (287 pages)
Contents:
Cover -- Contents -- List of Figures and Tables -- List of Abbreviations -- Preface -- Chapter 1 - Knowledge and the Organisation -- Chapter 2 - Marketing and the Application of Knowledge -- Chapter 3 - The Advent of E-commerce -- Chapter 4 - Mapping Knowledge Systems -- Chapter 5 - Internal Competence -- Chapter 6 - Knowledge-based Positioning -- Chapter 7 - Constructing Knowledge Plans -- Chapter 8 - Product Knowledge and Innovation -- Chapter 9 - Knowledge Prvision Through Promotion -- Chapter 10 - Pricing and Distribution -- Chapter 11 - Managing Services and Customer Relationships -- Chapter 12 - Process Implementation -- References -- Index.
Abstract:
Show readers how to comprehend that knowledge can be utilized to underpin and enhance the marketing management function within organizations.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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