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Knowledge Management Application in Developing Marketing Management

Ravanbakhsh, Ramak | 2008

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 39084 (01)
  4. University: Sharif University of Technology
  5. Department: Industrial Engineering
  6. Advisor(s): Shavandi, Hassan
  7. Abstract:
  8. In recent years the advent of internet and web has transformed the process of data collection and make organizational and environmental data more accessible. On the one hand, many organizations have realized that the knowledge in these huge databases is key to supporting the various organizational decisions. Particularly, the knowledge about customers from these databases is critical for the marketing function. But, much of this useful knowledge is hidden and untapped. On the other hand, the intense competition and increased choices available for customers have created new pressures on marketing decision-makers and there has emerged a need to manage customers in a long-term relationship. Given the important role played by marketing decisions in the current customer-centric environment, there is a need for a simple and integrated framework for a systematic management of marketing knowledge. But, in most of the different industries there is no such a framework in order to link marketing processes knowledge with the management and application of this knowledge, particularly in the context of marketing decisions. True customer relationship management is possible only by integrating the knowledge discovery process with the management and use of the knowledge for marketing strategies. In this thesis we are going to present an integrated framework for knowledge discovery, creation and converting marketing tacit knowledge into useful explicit knowledge in order to support marketing decisions and organization strategic objectives. The thesis further organized with the processes for implementing this framework and finally a knowledge management system using the designed marketing data base will be presented
  9. Keywords:
  10. Knowledge Management ; Marketing Management ; Marketing Planning Process

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