Key people are those strategic people in your chosen client categories, who control media and forums in their business environments. A knowledge company s responsibility lies in helping their target groups understand their needs through educating them. Your aim is to create an awareness of lacks and opportunities and thereby create a demand for your knowledge. Communication is the strategy for developing an optimal chain of marketing activities. Professionals have access to many different communicative media for clients.
Competence is the attraction factor for knowledge companies.
Knowledge acts as a magnet and as such it is your most important competitive tool to attract both customers and new employees. This person has to synthesize different skills. Dr. Kerstin Friedrich, Strategie Brief Frankfurter Allgemeine. Sell Your Knowledge gives an interesting structure of theory together with valuable practical suggestions. Bob Barnden, Partner, Coopers and Lybrand.