Reconceptualizing the meaning and domain of marketing knowledge

Abstract

The knowledge‐based view of the firm suggests that knowledge is the firm’s key resource for creating and sustaining economic rent. This perspective raises an important question for marketers: What is marketing knowledge? We argue first that marketing knowledge resides in three key marketing processes: product development management, customer relationship management, and supply chain management. Second, we argue that marketing knowledge is the extent of understanding of these three marketing processes, an extent which can be measured by evaluating awareness of factors, control of factors, and application of knowledge in new markets. We empirically test this conceptualization of marketing knowledge and, as a predictive validation, examine its relationship with marketing innovation.

Citation

Hanvanich, S., Dröge, C. and Calantone, R. (2003), "Reconceptualizing the meaning and domain of marketing knowledge", Journal of Knowledge Management, Vol. 7 No. 4, pp. 124-135. https://doi.org/10.1108/13673270310492994