Knowledge Management for Sales and Marketing. A Practitioner's Guide

✍ Scribed by Tom Young and Nick Milton (Auth.)

• Publisher: Chandos Publishing
• Year: 2011
• Tongue: English
• Leaves: 181
• Series: Chandos Information Professional Series
• Edition: 1
• Category: Library

✦ Synopsis

While this book is primarily aimed at those who are involved in Knowledge Management (KM) or have recently been appointed to deliver KM in sales and marketing environments, it is also highly relevant to those engaged in the management or delivery of sales and marketing activities. This book presents models to assist the reader to understand how knowledge can be applied and reused within the sales and marketing processes, leading to an enhanced win rate.

Topics covered provide managers and practitioners with the necessary principles, approaches and tools to be able to design their approach from scratch or to be able to compare their existing practices against world class examples. Several models and methodologies are explained which can be applied or replicated in a wide variety of industries. The book also features numerous case studies which illustrate the journey that various companies are taking as they implement KM within sales and marketing.

• Develops a generic model for managing knowledge in sales and marketing environments
• Provides a handbook for line managers wishing to introduce knowledge management into their sales and marketing activities
• Written by a highly knowledgeable and well-respected practitioner in the field who is mentored by an recognised sales and marketing industry expert

✦ Table of Contents

Content:
Front matter, Pages i-iii
Copyright, Page iv
List of figures and table, Pages xi-xii
Foreword, Page xiii
Preface, Page xv
Acknowledgements, Page xvii
About the authors, Pages xix-xx
1 - Principles of knowledge management, Pages 1-23
2 - The sales and marketing context, Pages 25-35
3 - Knowledge management processes in sales, bidding and marketing, Pages 37-68
4 - Communities in sales and marketing, Pages 69-84
5 - Technology, Pages 85-93
6 - Knowledge management roles, Pages 95-100
7 - Culture and governance, Pages 101-108
8 - Case study from British Telecom: supporting a distributed sales force, Pages 109-120
9 - Case study from Mars, Inc.: knowledge management in sales and marketing, Pages 121-129
10 - Case study from Ordnance Survey: social networking and the transfer of knowledge within supply chain management, Pages 131-154
11 - Setting up a knowledge management framework for sales, marketing and bidding, Pages 155-160
Appendix – customer buying process, Pages 161-166
Index, Pages 167-174