MARKETING INFORMATION AND KNOWLEDGE: INTERRELATION, MANAGEMENT AND WAYS OF ORGANIZATION

摘要

Paper is aiming to explain theoretic aspects of marketing knowledge and information. It comprises five chapters. Current market research theory as well as practice trying to answer the questions on the shifts of information usage which are taking place worldwide. Knowledge is becoming the central factor of success, what means that information must be treated through the experience of the experts. Knowledge is distinctive from information in case it is dependant on the personality, thus, hard to transfer and copy. Knowledge can be explicit and tacit. Explicit knowledge is generally available and remains stable over the course of time. Tacit knowledge is restricted in the sense that it is available to a certain person in a certain time. Various models of knowledge society and management are described in the literature, however two of them are met most commonly: the Leibnitz World, and Interactive World. These two approaches have far reaching practical consequences. If we pursue the Leibnitz model, we will invest in communication and information technology. With the constructivist approach, the main emphasis is shifted from investment in technical infrastructure to the process of interaction. Management of the knowledge taking following steps: identification, acquisition, development, distribution, utilization, preservation, and evaluation of knowledge. Market knowledge can be organized through a few systems. These can be: decision support systems, market research, market information systems and marketing intelligence.