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http://ssrn.com/abstract=664922
 
 

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Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe


Luciano Pilotti


University of Milan - Department of Economics, Business and Statistics

Peter J. Van Baalen


Erasmus University Rotterdam (EUR) - Department of Decision and Information Sciences; Erasmus Research Institute of Management (ERIM)

Antonio Lorenzon


University of Milan - Dipartimento di Economia Politica e Aziendale (DEPA); Massachusetts Institute of Technology (MIT) - Sloan School of Management

January 2005


Abstract:     
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

working papers series





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Date posted: February 10, 2005  

Suggested Citation

Pilotti, Luciano and van Baalen, Peter J. and Lorenzon, Antonio, Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe (January 2005). Available at SSRN: http://ssrn.com/abstract=664922 or http://dx.doi.org/10.2139/ssrn.664922

Contact Information

Luciano Pilotti (Contact Author)
University of Milan - Department of Economics, Business and Statistics ( email )
Via Festa del Perdono, 7
Milan, 20122
Italy
+390250321530 (Phone)
+390250321505 (Fax)
Peter J. Van Baalen
Erasmus University Rotterdam (EUR) - Department of Decision and Information Sciences ( email )
RSM Erasmus University
PO Box 1738
3000 DR Rotterdam
Netherlands
+31 10 408 2700 (Phone)
HOME PAGE: http://www2.fbk.eur.nl/StaffSearch/person.php?personid=5528
Erasmus Research Institute of Management (ERIM)
P.O. Box 1738
3000 DR Rotterdam
Netherlands
Antonio Lorenzon
University of Milan - Dipartimento di Economia Politica e Aziendale (DEPA) ( email )
I-20122 Milano
Italy
Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )
77 Massachusetts Ave.
E62-416
Cambridge, MA 02142
United States
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