Introducing Knowledge Management to the Marketing Mix



Publication Details

Massingham, P. & Pomering, A. (2017). Introducing Knowledge Management to the Marketing Mix. In L. Robinson, L. Brennan & M. Reid (Eds.), Australian and New Zealand Marketing Academy Conference (pp. 626-629). Melbourne, Australia: RMIT University.


Given the increasing recognition of the importance of knowledge management, a deeper understanding of its contribution to marketing strategy is imperative. This paper develops a paradigm that views knowledge management as a systemic, socially-constructed, contextspecific representation of the reality of marketing in today's professional practice. We add this socio-cognitive model (Platform) to the marketing mix. Platform is the organisational DNA which allows the development of the knowledge resources necessary to implement marketing strategy and the structure to facilitate knowledge flows within the marketing professional's internal and external social networks. The need for Marketing to create value for society at large (AMA, 2013) has increased the complexity confronting marketing strategy. The paper explores how knowledge management may improve the professional practice of marketing using a socio-cognitive model to examine co-creation of value and marketing's societal responsibility. Knowledge management, as Platform, is proposed as necessary for successful marketing mix execution with impact.

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