Marketing Knowledge Management: Managing Knowledge In Market Oriented Companies

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Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the fact that in today's markets, competitive advantage is achieved by companies which are knowledge-based and market oriented. The role of marketing in a knowledge-based company is also underlined: its purpose is to generate marketing knowledge, share it with other departments, and ...

Hardcover: 193 pages
Publisher: Edward Elgar Pub (January 30, 2007)
Language: English
ISBN-10: 1845429079
ISBN-13: 978-1845429072
Product Dimensions: 6.5 x 0.8 x 9.2 inches
Amazon Rank: 13962568
Format: PDF Text djvu ebook


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