Sell Buzz 12/05
Advertising on postage stamps, cell phones and more
While knowledge management--harnessing the collectiveinformation within a company--traditionally falls into the categoryof management or IT, it's also essential for effectivemarketers. Now, tools for knowledge management are within businessowners' reach, says Tom Davenport, director of research at BabsonCollege's School of Executive Education in Babson Park,Massachusetts, and author of Thinking for a Living: How to Get BetterPerformance and Results From Knowledge Workers.
"The organization needs to decide what type of informationit cares about managing," says Davenport. Especially importantfor marketers: e-mails from customers; sales reports; and mentionson external websites, message boards and newsgroups. Davenportrecommends these tools for tracking that information:
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