Knowledge-Based Marketing: The 21st Century Competitive Edge / Edition 1

by Ian Chaston

Overview

Show readers how to comprehend that knowledge can be utilized to underpin and enhance the marketing management function within organizations.

Product Details

ISBN-13:	9781412900034
Publisher:	SAGE Publications
Publication date:	05/24/2004
Edition description:	First Edition
Pages:	288
Product dimensions:	6.69(w) x 9.53(h) x (d)

About the Author

Ian Chaston is a Professor at the University of Auckland Business School in New Zealand. His primary role is assisting the further development of the School’s Centre for Innovation and Entrepreneurship. He is also a Visiting Professor at RMIT in Vietnam. Ian is the founder of Netboard (www.netboard.biz) which offers free online training in IT and interpersonal skills to assist students and young job seekers enhance their employability skills. Research interests include entrepreneurship, online marketing and small business management.

Table of 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