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