Knowledge Management Application in Developing Marketing Management, M.Sc. Thesis Sharif University of Technology ; Shavandi, Hassan (Supervisor)
Abstract
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....
Cataloging briefKnowledge Management Application in Developing Marketing Management, M.Sc. Thesis Sharif University of Technology ; Shavandi, Hassan (Supervisor)
Abstract
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....
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