Management of marketing knowledge in small business in the context of inter-firm cooperation.

Student: Zubenina Anastasiya

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Management

Educational Programme: Master

Final Grade: 8

Year of Graduation: 2014

This work is devoted to the development of a mechanism to collect, analyze and use marketing knowledge within inter-firm network of small businesses. The basis of the mechanism laid down management of marketing knowledge in the context of business combinations in inter-firm networks, as well as the personal aspect is considered and analyzed the phenomenon of knowledge especially communities of practice. Mechanism for the implementation of tools were developed to collect and analyze marketing knowledge, as a basic part of the tool was selected research strategy case study. The mechanism was tested on a sample of 11 companies engaged in the retail trade and the promotion of the brand Moleskine in Russia.

Full text (added May 18, 2014) (482.31 Kb)

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