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

30 Pages Posted: 10 Feb 2005  

Luciano Pilotti

University of Milan - Department of Economics, Business and Statistics

Peter J. van Baalen

University of Amsterdam

Antonio Lorenzon

University of Milan - Department of Business Policy and Economics; Massachusetts Institute of Technology (MIT) - Sloan School of Management

Date Written: 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.

Keywords: Knowledge management, Customer Relationship Management, Marketing, User innovation, Open source software, Community, Knowledge performance

JEL Classification: L86, D83

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: https://ssrn.com/abstract=664922 or http://dx.doi.org/10.2139/ssrn.664922

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

University of Amsterdam ( email )

Roeterstraat 11
Amsterdam, Z-H 1018 WB
Netherlands
+31 20 525 4320 (Phone)

Antonio Lorenzon

University of Milan - Department of Business Policy and Economics ( email )

Milano, I-20122
Italy

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

100 Main Street
E62-416
Cambridge, MA 02142
United States

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