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| Author: | Brannback, M. |
| Title: | The knowledge-based marketing concept - a basis for global business |
| Journal: | Human Systems Management
1997 : VOL. 16:4, p. 293-300 |
| Index terms: | MANAGEMENT MARKETING INFORMATION SYSTEMS |
| Language: | eng |
| Abstract: | Globalisation of competition is leading to firms becoming customer-oriented and knowledge-oriented. Firms are discovering that the customers exist both outside and inside the firm. Knowledge is said to be our new form of capital and the only source of competitive advantage for business. Knowledge management and market management processes are interdependent and essential for global business. This paper explores the meaning of customer- and knowledge-orientation in the context of marketing and more specifically global business. |
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