Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe
University of Milan - Department of Economics, Business and Statistics
Peter J. Van Baalen
Erasmus University Rotterdam (EUR) - Department of Technology and Operations Management; Erasmus Research Institute of Management (ERIM)
University of Milan - Dipartimento di Economia Politica e Aziendale (DEPA); Massachusetts Institute of Technology (MIT) - Sloan School of Management
From the beginning of the 1990s, the business world has been talking about Knowledge Management (KM). Information Technologies (network technologies and local databases) have provided new tools to better perform the activity of using (codify and store) and sharing knowledge (modern Knowledge Management System).
Technology can help to enable greater process standardization and automation in the Knowledge Integration among the marketing processes. The first core point of this article is to identify the key areas where technology can drive greater efficiency and effectiveness on the development of the relational softwares as Customer Relationship Management.
The second key point is the analysis and the creation of a future scenario based on a KM-based Customer Relationship Management framework throughout the integration between strategic and operative supports.
Number of Pages in PDF File: 30
Keywords: Knowledge management, Customer Relationship Management, Marketing, User innovation, Open source software, Community, Knowledge performance
JEL Classification: L86, D83
Date posted: February 10, 2005
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