Knowledge-based marketing [[electronic resource] ] : the 21st century competitive edge / / Ian Chaston
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| Autore: |
Chaston Ian
|
| Titolo: |
Knowledge-based marketing [[electronic resource] ] : the 21st century competitive edge / / Ian Chaston
|
| Pubblicazione: | London, : SAGE, 2004 |
| Descrizione fisica: | 1 online resource (xi, 274 p.) : ill |
| Disciplina: | 658.802 |
| Soggetto topico: | Marketing |
| Marketing - Management | |
| Knowledge management | |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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 |
| ReferencesIndex | |
| Sommario/riassunto: | Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations. |
| Titolo autorizzato: | Knowledge-based marketing |
| ISBN: | 9786610370948 |
| 1-4462-1131-2 | |
| 1-280-37094-7 | |
| 1-4129-3163-0 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910784232503321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |