Marketing Knowledge Management: Managing Knowledge in Market Oriented Companies

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 promote its use. As a consequence, the author argues, the marketing department is no longer simply responsible for functional activities, but rather must become a diffuser of knowledge dispersed within the organization.

Marketing Knowledge Management describes the individual phases of the process in detail, exploring marketing knowledge emersion, marketing knowledge generation and marketing knowledge sharing and use. The tools required to effectively implement any single phase are also discussed.

Emphasising that marketing should broaden its scope to encompass effective marketing knowledge management, this book will be invaluable to: students, researchers and academics with an interest in knowledge management and all areas of marketing (including organizational aspects, marketing in an information age and marketing information systems). Practising marketeers will also find that this book provides essential reading material.

Gabriele Troilo, Professor of Marketing, Universita’ L. Bocconi and SDA Bocconi School of Management, Milan, Italy