Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations

1. A very uncertain world -- 2. Knowledge and competitive advantage -- 3. Strategic planning -- 4. Assessing external environments -- 5. Internal competence -- 6. Gap assessment -- 7. Issues, objectives and stakeholders -- 8. Strategy -- 9. Technology strategies -- 10. Knowledge, networks and...

Financially attractive markets -- Opportunity research -- Market assessment -- Internal capability -- Customer identification -- Strategy -- Innovation -- Promotion -- Pricing and distribution -- Health and beauty -- B2B marketing -- 21st Century 'Es'.

"The advent of cloud computing and big data has radically altered the important role of innovation as a strategy for responding to the rapidly changing nature of an increasingly interconnected online world. This situation has necessitated revisions in the strategic concepts associated with...

This comprehensive book responds to the growing demand to study entrepreneurship as a key driver of innovation and competitive advantage. Challenging the existing idea that technological entrepreneurship exists predominantly in SMEs and as a result of market demands, the author argues that a...

In the literature, relationship orientated firms are being advised to exploit organizational learning as a route through which to acquire the knowledge required to survive in rapidly changing and/or highly competitive markets. There is, however, only limited anecdotal evidence of the positive...

Organisational learning is increasingly being mentioned in the literature as a mechanism for assisting the market performance of small firms. There exists, however, limited empirical evidence on either the benefits conferred by organisational learning and the learning systems utilised to manage...

The role of organisational learning in knowledge acquisition for competitive advantage is increasingly found in the literature. Various researchers have used qualitative, single firm case studies to validate a relationship between learning, knowledge and firms exhibiting strong market...