An integrated model of marketing knowledge – a tacit knowledge perspective
Volume: 21, Issue: 1, Pages: 2 - 18
Published: Jul 8, 2019
Abstract
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...
Paper Details
Title
An integrated model of marketing knowledge – a tacit knowledge perspective
Published Date
Jul 8, 2019
Volume
21
Issue
1
Pages
2 - 18
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