The internal and external marketing environment of the firm has changed profoundly during the last two decades: globalisation , technological innovation , network organisation , information technology, and the fact that marketing has become everybody's responsibility in the firm . From an information processing vieuw , it can be argued that these trends do not only influence the information the information processing requirements ,but also the information processing capacities of the organisation . The proposed research aims to gain insight into the way these trends may be used by a firm to improve the effectiveness and utilisation of market knowledge in the firm.
Effective start/end date1/01/9731/12/00

    Research areas

  • Marketing Communication, Market Knowledge, Marketing Management

    Flemish discipline codes

  • Media and communications
  • Economics and business

ID: 2829128