KNOWLEDGE, ITS ARCHITECTURE AND MANAGEMENT

Abstract

Based on the new book Think Marketing by the author, to stimulate the thinking of business managers about the fundamental issues before them. It is argued and demonstrated that these fundamental issues are simple and that, unless they are addressed, the business will be plunged into wasteful firefighting and panic, and run the risk of suffocating in the complexity of reactive responses to events in the business environment. The view is taken that it should be the purpose of managers to foster and stimulate a marketing attitude in the mind of every person in a business organisation. Creativity is there to be stimulated and harvested; innovation (exploiting that creativity) is an essential, down‐to‐earth, everyday task for every manager.

Citation

van Mesdag, M. (1988), "KNOWLEDGE, ITS ARCHITECTURE AND MANAGEMENT", Marketing Intelligence & Planning, Vol. 6 No. 4, pp. 17-20. https://doi.org/10.1108/eb045777