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Knowledge Management in the Advertising Industry
Abstract
In today's competitive business environment Advertising companies need to use knowledge efficiently and effectively to attain sustainable growth. Knowledge is one of the competitive tools of advantage which will clearly distinguish one company with the other. Advertising companies which are highly creative need to come out with innovative measures to handle knowledge management effectively and efficiently. Information and data for the field of advertising is gathered from various sources such as marketing, consumer behavior, media, and communication technologies. It is imperative that the agencies disseminate this information periodically to all the functionaries in the organisation and enhance their competencies. The objective of this paper is to provides insights into the best practices followed by the agencies in Knowledge Management. In this respect, the internal social media have been used by the agencies for effective knowledge management within the organisation.
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