Knowledge-Based Marketing by Ian Chaston
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Knowledge-Based Marketing
By Ian Chaston

Knowledge-Based Marketing

The 21st Century Competitive Edge

By (author) See other recent books by Ian Chaston
Format: Paperback

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Knowledge-Based Marketing by Ian Chaston

Book Description

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.

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Book Details

ISBN: 9781412900034
ISBN-10: 1412900034
Format: Paperback
(242mm x 170mm x 19mm)
Pages: 288
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 7-Apr-2004
Country of Publication: United Kingdom

Other Editions...


Books By Author Ian Chaston

Entrepreneurial Marketing by Ian Chaston Entrepreneurial Marketing, Paperback (November 2015)

Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this book applies entrepreneurial marketing to all sizes of organisation, from large firms to SMEs. The 1st edition was one of the first books to tackle entrepreneurial marketing; now, the new edition will take a fresh look at the subject.

Internet Marketing and Big Data Exploitation by Ian Chaston Internet Marketing and Big Data Exploitation, Hardback (February 2015)

Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.

Small Business Marketing by Ian Chaston Small Business Marketing, Paperback (September 2013)

Small Business Marketing demonstrates how small firm performance is impacted by effective marketing. Using published research and 'real world' case studies, it provides realistic management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance profits for small businesses.

Entrepreneurship and Innovation During Austerity by Ian Chaston Entrepreneurship and Innovation During Austerity, Hardback (July 2013)

Uses research and real world case materials to examine how market performance can be sustained, even during a period of austerity, by the implementation of innovation-based growth opportunities and the exploitation of technology.

» View all books by Ian Chaston

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Author Biography - Ian Chaston

Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.

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Entrepreneurial Marketing by Ian Chaston
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