Mostaque Zebal
Conceptual modelBusinessMarketingMarketing managementPerspective (graphical)Tacit knowledgeMarket orientationExplicit knowledgeCompetitive advantageLinkage (mechanical)
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Purpose The purpose of this paper is to develop and propose an integrated model of marketing knowledge from a tacit knowledge management perspective. This paper further aims at developing a linkage between explicit knowledge perspective (internal and external marketing) and tacit knowledge orientation of an organization, leading to improved business success. Design/methodology/approach This paper develops a conceptual model showing the integration of the internal, tacit and explicit knowledge pe...
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