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

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Author(s): Samiha Mjahed (University of Tunis, Tunisia)and Abdelfattah Triki (University of Tunis, Tunisia)
Copyright: 2012
Pages: 21
Source title: Customer-Centric Knowledge Management: Concepts and Applications
Source Author(s)/Editor(s): Minwir Al-Shammari (University of Bahrain, Bahrain)
DOI: 10.4018/978-1-61350-089-7.ch015

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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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.

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