Marketing Competencies of Enterprise and Its Partners Theoretical and Practical Approach

Provided by: Global Institute for Research & Education (GIFRE)
Topic: E-Commerce
Format: PDF
In this paper, the authors concern categories of knowledge, abilities and competencies, including the marketing ones. They provide the grounds for implementation of an effective marketing knowledge management in the company, including the network entities. The author presents the Smith and McKeen's model, in which one of the stages is based on the activity and creativity of participants in relationships in knowledge communities. Due to the synergy effects, flattening of the asymmetry in the knowledge between participants is observed in the network. Described categories are illustrated on the example of the IT sector

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