Brand Knowledge Management: Growing Brand Equity
| Autor: | Ruth Christine Horsham Morgan, Ian Richards, David Graham Bromley Foster |
|---|---|
| Rok vydání: | 1998 |
| Předmět: |
Manifesto
Knowledge management business.industry Strategy and Management Brand awareness Intellectual capital Brand management Marketing management Tacit knowledge Management of Technology and Innovation ComputerApplications_GENERAL Personal knowledge management Brand equity Marketing business ComputingMilieux_MISCELLANEOUS |
| Zdroj: | Journal of Knowledge Management. 2:47-54 |
| ISSN: | 1367-3270 |
| DOI: | 10.1108/13673279810800762 |
| Popis: | The concept of Brand Knowledge Management looks to move brand‐led organizations from content to process and from data to tacit knowledge. This paper proposes a manifesto for brand marketing that re‐focuses its activities and challenges the roles, structures and behaviour of its management. Above all, it provides a new framework for developing, exploiting and managing brand knowledge. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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