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Description - Knowledge-Based Marketing by Ian Chaston

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 mm)
Pages: 288
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 7-Apr-2004
Country of Publication: United States

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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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