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Synopsis
This text for students and practicing managers explains how knowledge can be used to underpin and enhance the marketing management function within organizations. After an introduction to the concept of knowledge and the management of process, the book looks at how e- business is altering the execution of the marketing task, and shows firms how to determine which different knowledge sources impact an organization's performance. Alternative marketing positions and planning philosophies are described in the context of their use of knowledge. Annotation ©2004 Book News, Inc., Portland, OR