Advertising Knowledge Management: Strategies and Implications

D C West, M T Ewing

Since the mid-1990s, managerial and scholarly interest in the field of knowledge management has grown phenomenally.

Advertising Knowledge Management: Strategies and Implications

Michael T. EwingandDouglas C. West

For generations, owners of family businesses have passed their commercial wisdom on to their children (Hansen et al., 1999). Indeed, it has long been recognised that economic prosperity rests upon knowledge and its useful application (Teece, 1981). Market competition has forced many companies to take stock of their intellectual assets and how they use knowledge. In addition, relatively recent technological developments have enabled firms to codify, store and share knowledge more easily and cheaply than ever before. Knowledge management should concern any company depending on...

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