haku: @journal_id 1668 / yhteensä: 273
viite: 228 / 273
Tekijä: | Ewing, M. T. West, D. C. |
Otsikko: | Advertising knowledge management: strategies and implications |
Lehti: | International Journal of Advertising
2000 : VOL. 19:2, p. 225-243 |
Asiasana: | Knowledge management Advertising Advertising agencies |
Kieli: | eng |
Tiivistelmä: | 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". |
SCIMA