Innover avec le Knowledge Marketing: 10 ème tendance conceptuelle en mouvement

Oleg Curbatov (), Pascal Pavlidis () and Audrey Bonnemaizon ()
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Oleg Curbatov: CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique
Pascal Pavlidis: CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique, Columbia Genome Center - NYU - New York University [New York] - NYU - NYU System
Audrey Bonnemaizon: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Knowledge Marketing is a major trend identified by some researchers and some firms are starting to use it in some innovative sectors. First, this communication considers this trend "in movement" on a conceptual way: it's not a real theory but it's the product of an "history" of theories, strategies, marketing techniques written around the central concept of "customers capabilities". It has some strong links with a largely debated concept in management science: organizational learning as organizational knowledge creation. Knowledge Marketing is starting to spread inside firms. Two projects conducted by the researcher inside firms or public institutions illustrate the way this trend could be translated on an operational perspective. Knowledge Marketing is not a supplementary tool box : every organization has to create the content of their own projects.

Keywords: Knowledge Marketing; Empowerment; Connaissance Client (search for similar items in EconPapers)
Date: 2006-11-09
Note: View the original document on HAL open archive server: https://hal.science/hal-01423675v1
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Published in 11ème Journées de Recherche en Marketing de Bourgogne, Université de Bourgogne LEG et CERMAB, Nov 2006, Dijon, France. pp.Session 12 50-72

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