The Marketing Management Knowledge is a management philosophy for the information assets of the company. In the modern companies we increasingly face an excessive information proliferation which, in most cases, is not appropriately used because of the unawareness of its existence; their objective was solving only specific problems without evaluating more general and universal potentialities. They are stored in places with low accessibility and have little chance to be used.

A correct management of the company know how  is expressed in:

• rationalization and saving of economical and professional resources;
• controlled procedures for data gathering, management and improvement;
• more stable decision-making processes, based on regulative comparisons as well as on a strong information aggregation and validation process;
• enhanced information system shared the by all internal departments (management, marketing, sales..) and external departments (agencies, consultants...).

The application of this management philosophy can guarantee immediate and concrete benefits, such as:

• defining with precision the acquisition flows, the management and enhancement of the information that all positions need;
• adding value to the know how through a previous survey on the current one and a constant update of the new one;
• avoiding useless investments by using at best the existing information and avoiding source overlapping and replication;
• sharing the richness of the company Knowledge through a complete spreading system and a diversified access for the different positions.

THE MAIN PRINCIPLES

• A strong marketing orientation, which means orientation towards the market and the environment around
• The conviction that a correct and effective information system is a great competitive advantage
• The availability to synergistically integrate internal and external resources and functions  
• The availability to invest in a complex medium, long-term management model