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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.

Books By Ian Chaston

Entrepreneurial Marketing by Ian Chaston
Paperback, November 2015
Small Business Marketing by Ian Chaston
Paperback, September 2013
Strategy for Sustainable Competitive Advantage by Ian Chaston
Hardback, February 2012
Public Sector Management by Ian Chaston
Paperback, May 2011