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

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.
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Contributor : Oleg Curbatov <>
Submitted on : Friday, December 30, 2016 - 8:40:22 PM
Last modification on : Wednesday, October 14, 2020 - 3:40:30 AM
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Curbatov Pavlidis et Bonnemaiz...
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  • HAL Id : hal-01423675, version 1


Oleg Curbatov, Pascal Pavlidis, Audrey Bonnemaizon. Innover avec le Knowledge Marketing : 10 ème tendance conceptuelle en mouvement. 11ème Journées de Recherche en Marketing de Bourgogne, Université de Bourgogne LEG et CERMAB, Nov 2006, Dijon, France. pp.Session 12 50-72. ⟨hal-01423675⟩



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