LEADER 05499nam 2200685 450 001 9910464743303321 005 20200520144314.0 010 $a1-78063-264-9 035 $a(CKB)3450000000003930 035 $a(EBL)1584454 035 $a(OCoLC)866858686 035 $a(SSID)ssj0000747221 035 $a(PQKBManifestationID)11390172 035 $a(PQKBTitleCode)TC0000747221 035 $a(PQKBWorkID)10703605 035 $a(PQKB)10592717 035 $a(MiAaPQ)EBC1584454 035 $a(CaSebORM)9781843346043 035 $a(Au-PeEL)EBL1584454 035 $a(CaPaEBR)ebr10816536 035 $a(CaONFJC)MIL549545 035 $a(OCoLC)915343940 035 $a(EXLCZ)993450000000003930 100 $a20131226d2011 uy| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aKnowledge management for sales and marketing $ea practitioner's guide /$fTom Young and Nick Milton 205 $a1st edition 210 1$aOxford :$cChandos Publishing,$d2011. 215 $a1 online resource (197 p.) 225 0$aChandos information professional series 225 0$aChandos knowledge management series 300 $aDescription based upon print version of record. 311 $a1-84334-604-4 320 $aIncludes bibliographical references and index. 327 $aCover; Knowledge Management for Sales and Marketing: A practitioner's guide; Copyright; Contents; List of figures and table; Foreword; Preface; Acknowledgements; About the authors; 1 Principles of knowledge management; Introduction; What is knowledge?; Tacit and explicit knowledge; What is knowledge management?; Knowledge management models; People, process, technology and governance; The 'learning before, during and after' model; The business need for knowledge management; The learning curve; Benchmarking; Which knowledge?; Approaches to knowledge management; Cultural issues; Notes 327 $a2 The sales and marketing contextThe sales force; The bid team; The marketing team; The interface between product development, manufacturing, marketing and sales; Summary; Note; 3 Knowledge management processes in sales, bidding and marketing; Peer assist; Knowledge exchange; Knowledge market; Retrospect; Mini-knowledge exchange and peer assist at team meetings; After action review (AAR); Training, coaching and mentoring; Interviews; Knowledge asset; Best practice; Storytelling and case histories; Notes; 4 Communities in sales and marketing; Communities of practice; Communities of purpose 327 $aCommunities of interestNotes; 5 Technology; The telephone; Community software; Collaboration software; Knowledge libraries; Customer databases and product databases; Notes; 6 Knowledge management roles; Knowledge manager; Knowledge management champion; Knowledge librarian; Community facilitator or leader; Subject matter experts (SMEs) and knowledge owners; The central knowledge management team; Senior sponsor; 7 Culture and governance; Knowledge management, target-setting and incentives; The role of the manager in setting the culture; Dealing with inter-team competition 327 $aDealing with 'not invented here'Knowledge management expectations; Reinforcement; Note; 8 Case study from British Telecom: supporting a distributed sales force; Introduction; Understanding the users' requirements; Web 2.0 for knowledge-sharing; Knowledge-sharing with the Semantic MediaWiki; Delivering information in context; Understanding and improving processes; The users' response; Next steps; Acknowledgement; Notes; References; 9 Case study from Mars, Inc.: knowledge management in sales and marketing; Introduction; Toolkit; Global Practice Groups; Communities of practice 327 $aKnowledge exchangeFormal knowledge-capture; Go with the flow; Technology - the great enabler; Summary; Notes; 10 Case study from Ordnance Survey: social networking and the transfer of knowledge within supply chain management; Introduction; What was the problem?; Silos; Assumptions; Methodology; Demand audit; Findings - 2004 audit; Findings - 2006 audit; Findings - 2007 audit; Was the problem due to ignoring social architecture?; Personal character traits; Knowledge transfer; Space; Reward systems; Power; Conclusion; Note; References 327 $a11 Setting up a knowledge management framework for sales, marketing and bidding 330 $aWhile this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and marketing activities. This book presents models to assist the reader to understand how knowledge can be applied and reused within the sales and marketing processes, leading to an enhanced win rate.Topics covered provide managers and practitioners with the necessary principles, approaches and tools to be able to design their approa 606 $aKnowledge management 606 $aStrategic planning 608 $aElectronic books. 615 0$aKnowledge management. 615 0$aStrategic planning. 676 $a658.4 700 $aYoung$b Tom$0661414 701 $aMilton$b N. J$g(Nick J.)$0901575 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910464743303321 996 $aKnowledge management for sales and marketing$92029762 997 $aUNINA