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Possibilities of KnowledgeManagement in SupportingMarketing Activities of Firms

Veronika Svatosova
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Veronika Svatosova: University of Pardubice, Faculty of Economics and Administration, Czech Republic

from International School for Social and Business Studies, Celje, Slovenia

Abstract: Contemporary societies are well aware that effective use of knowledge means to ensure longterm competitive advantages and a stable market position. It turns out that knowledge management involves a number of areas that cannot be ignored. One of them may be the usage of knowledge in the contemporary concept of marketing. The Purpose of this paper is aimed at contemporary findings in knowledge management and critical analysis of potential possibilities of marketing based on the current cognition of the academic space and its practical use in knowledge management in a successful business. The methodology of this paper is focused on the case study of a middle-sized company that explores the contemporary concept of marketing and possibilities of knowledge management in this company. The case study shows effective usage of marketing knowledge in knowledge management and using of synergic effect of marketing and knowledge management in a modern enterprise. The aim of this paper is to point out the possibilities of knowledge management with an emphasis on contemporary contingencies of marketing activities in the company and also find a growing potential in marketing in order to ensure the further development of knowledge management. The information received in scientific resources and real practice showed that principles of knowledge management are becoming a serious part in creation of a business strategy, which is mainly a privilege of transnational corporations. It is considerable to raise awareness about importation and effectiveness of knowledge management among other companies, especially small and medium-sized companies.

Keywords: knowledge management; knowledge and information; marketing; new trends of marketing; knowledge marketing (search for similar items in EconPapers)
Date: 2012
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