Using Knowledge-Based Marketing as a framework for Managing Intellectual Marketing Capital in Higher Education Institutions
Document Type
Article
Publication Date
2011
Abstract
The purpose of this paper is to use the new paradigm of knowledge-based marketing to improve the academic understanding and managerial practice of the processes of creating and sustaining intellectual capital within the boundaries of the marketing function and activities in Egyptian universities. The objective of the research is to help in developing a conceptual framework of knowledge based marketing with especial focus on the Higher Education marketing. This is done through a comprehensive literature review in conjunction with two phases of exploratory studies. The first phase includes ten in-depth interviews with university policy makers, entrepreneurs and marketers that represent the institutional role in the proposed framework. The second phase includes ten in-depth interviews with managers responsible for designing and running the IT-Based knowledge management systems to represent the technical role in the proposed framework.
Recommended Citation
Kortam, W., and M. Mourad, "Using Knowledge-Based Marketing as a framework for Managing Intellectual Marketing Capital in Higher Education Institutions", Journal of American Science, vol. 7, issue 9, 2011.