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Knowledge-based Marketing: Results and Conclusion

In: International Marketing in the Network Economy

Author

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  • Florian Kohlbacher

    (German Institute for Japanese Studies)

Abstract

As mentioned in Chapter 5.1, the case studies presented as vivid examples are not necessarily best practices, but rather explanatory practices, maybe also offering a first glimpse of ‘next practices’ (Prahalad and Ramaswamy, 2004a) that show how some global leading companies are on their way to successfully implementing and leveraging knowledge-based marketing for competitive advantage. This book has set out to explore current — and next — practices and historic circumstances of knowledge-based marketing through empirical research — expert interviews and participant observation — discussion and interaction with both scholars and practitioners, as well as a review and analysis of the relevant literature. Through action research, by developing a theoretical framework for knowledge-based marketing, and by explaining practical managerial implications, it aims to contribute to both marketing theory and practice.

Suggested Citation

  • Florian Kohlbacher, 2007. "Knowledge-based Marketing: Results and Conclusion," Palgrave Macmillan Books, in: International Marketing in the Network Economy, chapter 6, pages 166-195, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28836-2_6
    DOI: 10.1057/9780230288362_6
    as

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