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| Author: | Hanvanich, S. Dröge, C. Calantone, R. |
| Title: | Reconceptualizing the meaning and domain of marketing knowledge |
| Journal: | Journal of Knowledge Management
2003 : VOL. 7:4, p. 124-135 |
| Index terms: | Knowledge management Marketing information Innovation |
| Language: | eng |
| Abstract: | The authors argue first that marketing knowledge resides in three key marketing processes: product development management, customer relationship management, and supply chain management, and second that marketing knowledge is the extent of understanding of these three marketing processes, an extent which can be measured by evaluating awareness of factors, control of factors, and application of knowledge in new markets. They empirically test this conceptualization of marketing knowledge, as a predictive validation, examine its relationship with marketing innovation. |
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