Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe
Pilotti, Luciano, van Baalen, Peter J. and Lorenzon, Antonio, "Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe" (January 2005). Available at SSRN:
Technology can help to enable greater process standardization and automation in the Knowledge Integration among the marketing processes. The first core point of this article is to identify the key areas where technology can drive greater efficiency and effectiveness on the development of the relational softwares as Customer Relationship Management.
The second key point is the analysis and the creation of a future scenario based on a KM-based Customer Relationship Management framework throughout the integration between strategic and operative supports.
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