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| Author: | Ewing, M. T. West, D. C. |
| Title: | Advertising knowledge management: strategies and implications |
| Journal: | International Journal of Advertising
2000 : VOL. 19:2, p. 225-243 |
| Index terms: | Knowledge management Advertising Advertising agencies |
| Language: | eng |
| Abstract: | Recent advances in technology and communication have enabled organizations to tap into, manage and exploit their intellectual capital to a greater extent than ever before. This paper examines the main drivers leading towards the adoption of advertising knowledge management and the strategies of "codification" and "personalisation". |
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