Marketing knowledge management : managing knowledge in market oriented companies /
Troilo, Gabriele.
Cheltenham : Edward Elgar,
c2006.
Includes bibliographical references (p. 163-187) and index.
Market orientation and organizational knowledge -- Organizational knowledge and marketing knowledge -- Marketing knowledge : a model for management -- The emersion of marketing knowledge -- The generation of marketing knowledge -- The sharing and use of marketing knowledge -- Conclusion : A marketing knowledge management strategy and new roles for the marketing function.
Marketing
Knowledge management.
Marketing.