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9781412900034 Academic Inspection Copy

Knowledge-Based Marketing

The 21st Century Competitive Edge
  • ISBN-13: 9781412900034
  • Publisher: SAGE PUBLICATIONS INC
    Imprint: SAGE PUBLICATIONS INC
  • By Ian Chaston
  • Price: AUD $146.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 18/04/2004
  • Format: Paperback (242.00mm X 170.00mm) 288 pages Weight: 480g
  • Categories: Sales & marketing [KJS]
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Coverage includes; an introduction to the concept of knowledge management; the evolving pathway of marketing; how e-business is radically altering the execution of the marketing task; how firms can map external knowledge sources; the competencies that determine performance, alternative marketing positions; planning techniques; how knowledge informs product innovation; the effective execution of promotions; alternative options for exploiting knowledge to optimize pricing and distribution decisions; the role that knowledge management plays in service marketing strategies; and, the recognized problems associated with accelerating the use of knowledge within the marketing process.
Ian Chaston is a Professor at the University of Auckland Business School in New Zealand. His primary role is assisting the further development of the School's Centre for Innovation and Entrepreneurship. He is also a Visiting Professor at RMIT in Vietnam. Ian is the founder of Netboard (www.netboard.biz) which offers free online training in IT and interpersonal skills to assist students and young job seekers enhance their employability skills. Research interests include entrepreneurship, online marketing and small business management.
Knowledge and the Organization Marketing and the Application of Knowledge The Advent of E-Commerce Mapping Knowledge Systems Internal Competence Knowledge-Based Positioning Constructing Knowledge Plans Product Knowledge and Innovation Knowledge Provision Through Promotion Pricing and Distribution Managing Services and Customer Relationships Process Implementation
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