In recent years, organizations and even governments across the globe have begun to appreciate the critical role of knowledge in stimulating and sustaining rapid growth. Many believe that, in a modern economy, knowledge is the most important resource within companies based anywhere in the world. The advent of the Internet and automated e-business systems has provided an important catalyst for firms wishing to exploit the benefits of using knowledge to support their electronic trading activities.

Knowledge Based Marketing is a guide to how knowledge can be utilized to underpin and enhance the marketing management function within organisations. Ian Chaston covers all aspects of this concept by drawing upon various published sources and by the use of case materials to illustrate knowledge management in practice.

More Details about Knowledge Based Marketing: The Twenty-First Century Competitive EDGE

General Information  
Author(s)Ian Chaston
PublisherSAGE Publications India Pvt Ltd
Publish YearJune 2004