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Marketing Knowledge Management in strategic adoption of a CRM solutions: global supports and applications in Europe

Author

Listed:
  • Antonio LORENZON
  • Peter J. VAN BAALEN
  • Luciano PILOTTI

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

Suggested Citation

  • Antonio LORENZON & Peter J. VAN BAALEN & Luciano PILOTTI, 2005. "Marketing Knowledge Management in strategic adoption of a CRM solutions: global supports and applications in Europe," Departmental Working Papers 2005-03, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2005-03
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    File URL: http://wp.demm.unimi.it/files/wp/2005/DEMM-2005_003wp.pdf
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    Citations

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    Cited by:

    1. Marilena TUCCI, 2005. "La Market Basket Analysis nell'e-commerce," Departmental Working Papers 2005-20, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    2. Luciano PILOTTI & Andrea GANZAROLI & Antonio LORENZON & Luigi ORSI, 2007. "Local embeddedness and internationalization of SME: a comparative analysis of nine local production systems in Emilia Romagna," Departmental Working Papers 2007-20, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    3. F. Dařena, 2007. "Global architecture of marketing information systems - Scientific Information," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 53(9), pages 432-440.

    More about this item

    Keywords

    Knowledge management; Customer Relationship Management; Marketing; User innovation; Open source software; Community; Knowledge performance;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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