Knowledge Marketing: a Postmodern Approach

A clustering approach for knowledge discovery in database marketing

From a Marketing perspective, the Customer Relationship Management (CRM) can be viewed as a process, known as Database Marketing (DBM), for establishing a profitable interaction with clients. Currently DBM is mainly approached by classical statistical inference, which may fail when complex, multi-dimensional, and incomplete data is available. An alternative is to use Knowledge Discovery from Da...

A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management

This chapter is intended to give an overview of knowledge management (KM), and to explore its extension to the marketing discipline. It is basically aimed to set the stage for the conceptualisation of knowledgebased complaint management rather than to provide a thorough and exhaustive literature review of the KM theory per se. Therefore the contribution of the chapter in hand lies in the fact t...

Lacan: An Adapted Approach to Postmodern Language

Progress in Marketing Knowledge

By drawing on an empiricist tradition, and on the literature discussing the philosophical problems of marketing knowledge, we seek to develop practical guidelines for developing empirical generalisations. In particular we suggest three criteria for the development of marketing knowledge: ensuring falsifiability and theoretical competition; overcoming uncertainty through replication; and using e...

Re-enchanting the Chinese Sport Spectator – a Postmodern Perspective on Sport Marketing in China

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management. INTRODUCTION The aim of this theoretica...