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While knowledge management--harnessing the collective information within a company--traditionally falls into the category of management or IT, it's also essential for effective marketers. Now, tools for knowledge management are within business owners' reach, says Tom Davenport, director of research at Babson College's School of Executive Education in Babson Park, Massachusetts, and author of Thinking for a Living: How to Get Better Performance and Results From Knowledge Workers.
"The organization needs to decide what type of information it cares about managing," says Davenport. Especially important for marketers: e-mails from customers; sales reports; and mentions on external websites, message boards and newsgroups. Davenport recommends these tools for tracking that information:
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