Strategic knowledge-based marketing
by Florian Kohlbacher
International Journal of Knowledge Management Studies (IJKMS), Vol. 3, No. 1/2, 2009

Abstract: This paper develops and presents the concept of strategic knowledge-based marketing in an effort to explain the role of knowledge in marketing and marketing strategy and the process of marketing knowledge (co-)creation and management. The purpose is to provide both academics and practitioners with a framework for understanding and analysing knowledge-based processes in marketing from a strategic perspective and learn how these can be leveraged to gain and sustain competitive advantage.

Online publication date: Tue, 24-Feb-2009

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