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Partnering paradigms? Knowledge management and relationship marketing

Partnering paradigms? Knowledge management and relationship marketing Knowledge management and relationship marketing are two significant management paradigms, but they emerge from distinct disciplinary traditions. Communication is at the heart of both paradigms, and concepts such as online communities, trust, knowledge sharing, loyalty and commitment are to be found in both literatures. Similarly, repositories of customer data or information can be used as a platform for processes associated with both relationships and knowledge. Uses brief reviews of the scope and processes of both knowledge management and relationship marketing to lead into an exploration of the interface between the two paradigms. Both relationship marketing and knowledge management recognise the value to be created through appropriate synergies of technology, people and process, but neither is a substitute for the other. Both knowledge and relationships are part of the extended product offering that the organisation uses in pursuit of market success. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

Partnering paradigms? Knowledge management and relationship marketing

Jennifer Rowley
Industrial Management & Data Systems , Volume 104 (2): 9 – Feb 1, 2004
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References (46)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-5577
DOI
10.1108/02635570410522125
Publisher site
See Article on Publisher Site

Abstract

Knowledge management and relationship marketing are two significant management paradigms, but they emerge from distinct disciplinary traditions. Communication is at the heart of both paradigms, and concepts such as online communities, trust, knowledge sharing, loyalty and commitment are to be found in both literatures. Similarly, repositories of customer data or information can be used as a platform for processes associated with both relationships and knowledge. Uses brief reviews of the scope and processes of both knowledge management and relationship marketing to lead into an exploration of the interface between the two paradigms. Both relationship marketing and knowledge management recognise the value to be created through appropriate synergies of technology, people and process, but neither is a substitute for the other. Both knowledge and relationships are part of the extended product offering that the organisation uses in pursuit of market success.

Journal

Industrial Management & Data Systems – Emerald Publishing

Published: Feb 1, 2004

Keywords: Customer relations; Customer service management; Knowledge management

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