Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations

1. A very uncertain world -- 2. Knowledge and competitive advantage -- 3. Strategic planning -- 4. Assessing external environments -- 5. Internal competence -- 6. Gap assessment -- 7. Issues, objectives and stakeholders -- 8. Strategy -- 9. Technology strategies -- 10. Knowledge, networks and...