A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management

A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management

Samiha Mjahed (University of Tunis, Tunisia) and Abdelfattah Triki (University of Tunis, Tunisia)
Copyright: © 2012 |Pages: 21
DOI: 10.4018/978-1-4666-1598-4.ch061
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

This chapter is intended to give an overview of knowledge management (KM), and to explore its extension to the marketing discipline. It is basically aimed to set the stage for the conceptualisation of knowledge-based complaint management rather than to provide a thorough and exhaustive literature review of the KM theory per se. Therefore the contribution of the chapter in hand lies in the fact that it integrates the concept of customer knowledge in the field of complaint management.
Chapter Preview
Top

Core Concepts Of Knowledge

<b>Data</b>, <b>Information and Knowledge</b></div><p>Understanding what knowledge means is important in exploiting knowledge management in organisations. In understanding what knowledge is, one needs to start with clarifying the more widely confused terms: data, information and knowledge.</p><p>Knowledge is becoming more and more valuable for organisations and is now recognised as a resource that is useful to an organisation’s ability to innovate and compete. Knowledge constitutes the anchor of the marketing concept. Marketing intelligence, i.e. gathering data about market including customers and competitors from various sources and sharing it within an organisation has long been the focus of the market orientation philosophy (Rollins and Halinen 2005).</p><p>Technological developments have fostered the discussion around the role of knowledge. Technology and knowledge are not substitute. While organisations are geared towards acquiring the latest developments, knowledge is perceived a strategic advantage. KM is believed to go beyond information systems, decision support systems, and data management systems.</p><p>Data presents observations and facts. When data is placed in some meaningful context it becomes information. Knowledge is created when information is transformed into capabilities for effective action, in other words when information is used and disseminated between people in documented form or in interaction (Rollins and Halinen 2005).</p><p>According to Spiegler (2003), the data-information-knowledge traditional hierarchy ascertains that technology is a means, and knowledge the result of the production process, while the reversed approach presents knowledge as feeding back information to become itself data and to provide a renewed KM system. This means that knowledge precedes data and determines the type of data to collect.</p><p>According to the same author knowledge production is a continuous cycle that is based on the traditional data-information-knowledge hierarchy and the new knowledge-information-data hierarchy because the data-information-knowledge is perceived as a cycle where data is posited as a starting point as and as a result of information and where information is a starting point and the end result of knowledge.</p><p>The data-information-knowledge cyclical relationship is presented hereafter as a loop whereby wisdom results from knowledge and reality is accessed through data (Spiegler 2003; see Figure 1).</p><div class="xmlReaderFig"><i>Figure 1. </i><div class="xmlReaderFig"><p>Data, information, and knowledge. Modified from Spiegler (2003, p. 534)</p></div><div style="width: 100%;"><a href="/sourcecontent/9781466615984_61623/978-1-4666-1598-4.ch061.f01.png" target="_blank"><img src="/sourcecontent/9781466615984_61623/978-1-4666-1598-4.ch061.f01.png" style="max-width: 100%;" /></a></div></graphic></div></div><div class="preview-footer"><a href="javascript:__doPostBack('ctl00$cphFeatured$lnkAddToCart','')">Purchase this chapter to continue reading all 21 pages ></a></div></div><div id="table-of-contents"><h2>Complete Chapter List</h2><div class="search-contents"><span class="text"> Search this Book: </span><span class="text-box-container"><input id="txtKeywords" type="text" maxlength="50" onkeypress="return SearchBookFulltextHandleEnter(event, 61623);" placeholder="Full text search terms" title="Full text search terms" class="full-text-search-box" /></span><div class="inline-block search-contents-xs-full-width"><span class="search"><span class="search-button" onclick="RemoveSpecialCharacters();SearchBookFulltext(61623);"></span></span><span class="reset"><span onclick="RemoveSpecialCharacters();SearchBookFulltextReset();" class="link-gray-s">Reset</span></span></div></div><div id="searchResults"></div><div id="full-toc"></div><div id="loading-toc" class="text-align-center"><div class="loading-icon-lg"></div></div><script type="text/javascript"> $(document).ready(function () { if (79 !== 0) { GetBookToc(61623, 66646, 1, 'True', '', '$37.50'); } else { GetBookTocFromSubmissionSystem(61623, 66646, 1, 'True', '', '$37.50'); } } ); </script></div></div></div></div><div class="contentcnav" style="display:none;"><span id="ctl00_cphFeatured_pnlAbstract"><a href="#abstract" class="navlinklightc">Abstract</a> | </span><span id="ctl00_cphFeatured_pnlPreview"><a href="#chapter-preview" class="navlinklightc">Chapter Preview</a> | </span><a href="#table-of-contents" class="navlinklightc">Complete Chapter List</a><div class="rightouter"><div class="rightheader"> Complete Book </div><div class="rightinner"><strong>$860.00 - $2,765.00</strong><div style="margin-top: 2px; padding-left: 2px;"><a href="/book/marketing-concepts-methodologies-tools-applications/61623" id="ctl00_cphFeatured_lnkBookPricing" class="navlinkcsmall">View Book Pricing Options</a></div></div></div><div id="ctl00_cphFeatured_ucInfoSciOnDemandSidebar_pnlSearch"><div class="panel-heading box-corner" data-toggle="collapse" data-target="#on-demand-search-toggle"><img src="/Images/infosci-ondemand-small.png" alt="InfoSci-OnDemand Powered Search" width="155" height="32" /></div><ul id="on-demand-search-toggle" class="nav nav-stacked list-unstyled collapse navbar-collapse nav-stacked-custom"><li style="padding: 6px 10px;"><div style="margin-bottom: 7px; font-size: 11px; color: #666;"> Full-text search over 107,700 research articles and chapters. </div><div style="display:inline-block;"><a onclick="RemoveSpecialCharacters();" id="ctl00_cphFeatured_ucInfoSciOnDemandSidebar_lnkSearch" class="ButtonBlack FloatRight" href="javascript:__doPostBack('ctl00$cphFeatured$ucInfoSciOnDemandSidebar$lnkSearch','')" style="height:19px;background-color:#777;"><span class="jQueryIconBlitzer ui-icon-search"></span></a><input name="ctl00$cphFeatured$ucInfoSciOnDemandSidebar$txtSearchPhrase" type="text" id="ctl00_cphFeatured_ucInfoSciOnDemandSidebar_txtSearchPhrase" class="SearchTextBox TextBoxWatermark FloatLeft" title="Full text search term(s)" style="width: 117px;" /></div></li></ul></div><div id="ctl00_cphFeatured_pnlRelatedTitles" class="rightouter"><div class="rightheader"> Related Chapters </div><div class="rightinner"><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='Affiliate Marketing for Entrepreneurs'><a id="Link" href="/chapter/affiliate-marketing-for-entrepreneurs/182994" title='Affiliate Marketing for Entrepreneurs'> Affiliate Marketing for Entrepreneurs </a><div style="color: #555;">© 2018, 20 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='Emotional Branding and Social Media'><a id="Link" href="/chapter/emotional-branding-and-social-media/189582" title='Emotional Branding and Social Media'> Emotional Branding and Social Media </a><div style="color: #555;">© 2018, 14 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry'><a id="Link" href="/chapter/user-generated-content-and-consumer-purchase-intentions-in-the-cosmetic-industry/191080" title='User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry'> User-Generated Content and Consumer Purchase... </a><div style="color: #555;">© 2018, 23 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='Luxury Product Decision-Making Strategy'><a id="Link" href="/chapter/luxury-product-decision-making-strategy/191083" title='Luxury Product Decision-Making Strategy'> Luxury Product Decision-Making Strategy </a><div style="color: #555;">© 2018, 20 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='The Dark Side of Multi-Platform Advertising in an Emerging Economy Context'><a id="Link" href="/chapter/the-dark-side-of-multi-platform-advertising-in-an-emerging-economy-context/192587" title='The Dark Side of Multi-Platform Advertising in an Emerging Economy Context'> The Dark Side of Multi-Platform Advertising in an... </a><div style="color: #555;">© 2018, 24 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='Exploring Gratification Factors in Visual Food Communication'><a id="Link" href="/chapter/exploring-gratification-factors-in-visual-food-communication/193398" title='Exploring Gratification Factors in Visual Food Communication'> Exploring Gratification Factors in Visual Food... </a><div style="color: #555;">© 2018, 18 pp.</div></div></div><div class="list-item-link" style="border-bottom: dotted 1px #dadada; padding: 4px 0px; font-size: 11px;"><div title='Branding Impetus for Start-Ups'><a id="Link" href="/chapter/branding-impetus-for-start-ups/195091" title='Branding Impetus for Start-Ups'> Branding Impetus for Start-Ups </a><div style="color: #555;">© 2018, 19 pp.</div></div></div></div></div><a href="/search/?sid=1&stid=132"><div class="rightnavad featuredtitles"><span class="item" style="font-size:14px;">More Business &<br />Management Titles</span><span class="details"><strong>Related Titles</strong>View all Business &<br />Management search results</span></div></a></div><script type="text/javascript"> MenuAdjust(); $(window).on('resize orientationChange', function (event) { MenuAdjust(); }); </script><footer class="footer"><div class="container"><div class="row"><div class="top-margin"><div class="col-md-6"><div class="footer-header"> Learn More </div><div class="text"><a href="/about/" class="footer-link">About IGI Global</a> | <a href="/publish/partnerships/" class="footer-link">Partnerships</a> | <a href="/contact/" class="footer-link">Contact</a> | <a href="/careers/" class="footer-link">Careers</a> | <a href="/faq/" class="footer-link">FAQ</a> | <a href="/staff/" class="footer-link">Staff</a></div><div class="footer-header header-margin-top"> Resources For </div><div class="text"><a href="/librarians/" class="footerlink">Librarians</a> | <a href="/publish/" class="footerlink">Authors/Editors</a> | <a href="/distributors/" class="footerlink">Distributors</a> | <a href="/course-adoption/" class="footerlink">Instructors</a> | <a href="/translators/" class="footerlink">Translators</a> | <a href="https://www.econtentpro.com/partners/referrer/2eeff007-a17a-e611-80c4-0cc47a0d221d?url=/copyediting" class="footerlink" target="_blank">Copy Editing Services</a></div><div class="footer-header header-margin-top"> Media Center </div><div class="text"><a href="/symposium/" class="footer-link">Online Symposium</a> | <a href="/newsroom/" class="footer-link">Blogs</a> | <a href="/catalogs/" class="footer-link">Catalogs</a> | <a href="/newsletters/" class="footer-link">Newsletters</a></div><div class="footer-header header-margin-top"> Policies </div><div class="text"><a href="/policies/privacy/" class="footer-link">Privacy Policy</a> | <a href="/policies/content-reuse/" class="footer-link">Content Reuse Policy</a> | <a href="/policies/ethics-and-malpractice/" class="footer-link">Ethics and Malpractice</a></div></div><div class="col-md-6 td-r"><div class="td-r-t"><div class="td-r-t-r"><a id="ctl00_lnkConferenceBadge" href="https://2018.alamidwinter.org/" target="_blank"><img src="/Images/ala-2018.png" alt="" style="height:124px;width:250px;" /></a></div><div class="td-r-t-l"><div class="t-space" style="margin-top:31px;"><a href="http://www.facebook.com/pages/IGI-Global/138206739534176?ref=sgm" target="_blank"><span class="fb"></span></a>  <a href="http://twitter.com/igiglobal" target="_blank"><span class="tw"></span></a></div><div class="b-space"><a href="http://www.world-forgotten-children.org" target="_blank"><img src="/images/proud-supporter-of-wfcf-07282015.png" alt="World Forgotten Children's Foundation" title="Proud Supporter of the World Forgotten Children's Foundation" width="157" height="52" /></a></div></div></div><div class="text"> Copyright © 1988-2017, IGI Global - All Rights Reserved </div><div class="td-r-ip"></div></div></div></div></div></footer><div class="aspNetHidden"><input type="hidden" name="__VIEWSTATEGENERATOR" id="__VIEWSTATEGENERATOR" value="679D6B48" /><input type="hidden" name="__EVENTVALIDATION" id="__EVENTVALIDATION" value="oYomjZ/Y/JP57xBaWDPEa7Q2OOmKMdIyOd2TP1VkJj1fTl+NWCZpQdb0YJJjoU8X+vLrCSo8S+c5BJfpGP//B1Tc4mt1Mmj2gM1Z4KObxGrGH3VO1EthxiWmWvWPPA4Ue06QItGS9ExvtaIO89XiJYUEFOBBDHW48H7EQMZTyYq0wsGFdF50XdkIbNiXk4/2uQV+23p+rjvDYN02dNek3Nw9sww9tDebItjLNifSX9E4c1Ib81EwbLUYvQ1Ib1Eic2PoIcHLEKtwmUDYi6+zI3AIbTtfMEEvrI/3/Evy9u431YEvCn6IpsSsz+TB1oyYlbwzX6wfrZsAaurooBbtXumKxFZgozVY1WGHcGRuLlBgszjBAC6YOHtv2wAPQ+RPcxrWomkEvep1JfkXor3oANeD8b2jehrPEzXzqMMOl1AxazK4u+6ZimOhM5o7FLNzFwXnl8ErFIIbS9wiVyT+Yw3Bu0U=" /></div></form></body></html>