Marketing Knowledge Management

Marketing Knowledge Management

Managing Knowledge in Market Oriented Companies

Gabriele Troilo

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.

Chapter 4: The Emersion of Marketing Knowledge

Gabriele Troilo

Subjects: business and management, knowledge management, marketing, innovation and technology, knowledge management

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