Click here to load reader

إدارة المعرفة التسويقية

  • View
    241

  • Download
    2

Embed Size (px)

DESCRIPTION

معاني ادارة المعرف التسويقية

Text of إدارة المعرفة التسويقية

Default Normal Template

-

26-28 2004E-mail: [email protected]

, , , .

. . , .

Abstract

It is true that business organizations are most receptive to the environment in which they work. Thus, in order to achieve continuity and success, they should have knowledge management to contain and comprise the variables surrounding them. Marketing knowledge is represented today by the objective cover of the interaction strategies of managing the organization with its external and internal environment, which leads it to the accuracy of the right strategic decision taken.

Marketing knowledge represents the guide that controls the individuals working at the organization to develop the practices and applications in the multi-directional marketing field. This is shown by the ability of the organization to extrapolate the marketing competitive environment and create the proper capabilities to adapt to it. Customer relationship management represents, in essence, the most important part of marketing knowledge to achieve continuity and success in the organization course of work which must adopt certain knowledge effectiveness that seeks to maximize the output of the organization compared with its input.

Marketing Knowledge Management

Organization Knowledge Management , . , , Gap Knowledge . , , .

, . , . , .

, . , . American Marketing Association (A.M.A) , .

, , , . , .

, . , , . :-

-

- ,

-

-

, , .

. , .

, . ( ) .

marketing knowledge management meaning

, , . -, . . , (Rossiter, 12, 2001).

, process . (Delbeare & smith, 3, 2002) . (1) .

, .

nature

(Rossiter,8,2001). " " know what " " know how , , , , , , . , : (Ipid) (Baker, 246, 2000)

1. explicit knowledge () .

2. implicit knowledge . . . , :- (Delbaere, 4, 2002)

- .

- .

- .

, .

" , " (Baker, 246,2000). " " (Kok,Vanzyl,4,2002) , . , .

, . , , , .

Forms of Marketing Knowledge

Marketing Ability . , , (Rossiter, 15, 2001).

, . , .

(2) , (Largo & Michel, 4, 1999).

.

.

.

:- (Rossiter, 17-20, 2001)1- Marketing Concepts , . . , . , .

2- Structural Frameworks

. . , , . 4Ps 3Ps . .3- The Strategic Principles

, if, do () (Y). .

4- Research Principles

, . () , (Y) , , , , , . .

Marketing Knowledge Imensions , , , . :- (Baker, 247, 2000)

1- Content , , . ( ) , , .

2- Culture , . , .3- Process :-

1. :

- .

- .

2. .

3. .

4. .

5. .

4- Infrastructure , . up-to date .

. :- (Wright & Kearns, 7, 1998)

1. , , .

2. .

, . . Knowledge Marketing Audit , :

1. .

2. .

3. .

4. .

5. .

6. .

7. .

8. .

Thomas H.Davenport Boston check list (Davenport, 3-6, 2000). , .

1- .

.

.

.

, , .

.

2- .

, , , .

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

3- .

:

*

*

*

*

*

.

.

.

.

.

.

.

*

*

*

*

.

4- .

:

* .

* .

* .

* .

:

* .

* .

.

5- .

.

:

* .

* .

* .

* .

* .

.

.

. , , .

(CRM) (Customer Relationship Management) . " " (kok & Vanzyl,3,2000). , .

. . :- (Murillo & Annali, 881, 2002).

/ .

/ .

customize . , .

, . (Passiter,20, 2001). , . positioning , .

, . Marketing Intelligence System :- (Marillo & Annabi, 883, 2002)

.

.

.

.

.

.

, , , . .

Communication Points Multiple Interview . , . , .

Butler . , . , :- (Kok & Vanzyl, 17, 2002)

1. .

2. 20%-80%. 20% 80% .

3. .

4. .

5. , , .

6. , .

7. , , , .

:- (Gebert,et.al, 4, 2001)

1. .

2. .

3. .

4. .

. . , .

. , . , . .

, . , , , .

. .

, .

1- Baker, Michael, J. Marketing Strategy And Management, 3eded, Macmillan business ,London, 2000, p.246-247.

2- Delbaere, Marjorie & Smith, Malcom, C. Knowledge And Persuasion: Applying Marketing Models to Knowledge Management, aspen school of business, university of manitoba, Canada, 2002, p.1-10.

3- Ddavenport, Thomas, H. Managing Knowledge And Customer Knowledge, Boston university, wellesley, Massachusetts, 2000, p.1-12.

4- Gebert, Henning, et.al, Relationship Management And Knowledge Management Concepts. Henning. Gebert @ unisg.ch. 2001, p.1-8.

5- Kok,J.A. & Vanzyl, DC.R. The Relationship Between Knowledge Management And Business Intelligence And Customer Relationship Management [email protected], 2002, p.1-35.

6- Large, Claire & Crepa, Michel, The Managerial Dimensions of Marketing Knowledge Assessment university Paris LXD dauphine, 1999, p.1-6.

7- Murillo, M.Garcia & Annabi, H, Customer Knowledge Management journal of the operational research society, vol 53. No.8, 2002, p.875-891.

8- Rossiter, John R., what is marketing knowledge?. marketing theory articles, London, vol 1, 2001, p.9-26.

9- Wright, Malcolm & Kearss, Zane, progress in marketing knowledge, journal of generalizations in marketing science, vol 3, 1998, p.1-16.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

.

(1)

source, Murillo & Annabi, 876, 2002

(2)

11