Search result : Marketing

1. Marketing management knowledge and skill

   
   The objective of this initiative is optimizing the productivity of inventory and shelf management at the consumer level. Optimal allocation of goods on supermarket shelves (known as "store assortment") maximizes consumer satisfaction by providing the best products and services while at the same time ensuring the most efficient use of available space to increase manufacturer, distributor and retailer profitability. The relationship between manufacturers, distributors and retailers is crucial in achieving efficient store assortment. To streamline business practices in the area of store assortment, manufacturers, distributors and retailers need to adopt a "category management" approach...
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2. Marketing management knowledge and skill

   
   Theorists talk about two forms of knowledge: explicit and tacit. Explicit knowledge is codified knowledge, which can be transmitted in a formal and systematic language. Its acquisition is easy and its exploitation is quick. Tacit knowledge, in contrast, is intuitive and unarticulated, difficult to transfer and more valuable. It is deeply rooted in action, commitment and involvement in a specific field, and is acquired through years of experience. Because tacit knowledge is context-specific it requires face-to-face interaction - that is to say social interaction - in order to be transferred. Moreover, tacit knowledge interacts with explicit knowledge, providing it meaning and deeper understanding. For example, management and marketing skills are tacit knowledge, while quantifiable technologies are more explicit...
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