Optimizing Knowledge Management with Proven Marketing Strategies



  • Type:
  • Published:
  • April 23, 2012
  • Author:
  • Kim Harvell Glover and Tamara Viles
  • Pages:
  • 17
  • Price:
  • Member: FREE
Classic Content

Knowledge management initiatives can fail to meet objectives if they are not marketed. Using proven marketing strategies to implement and "sell" KM programs can improve adoption rates, shorten the learning curve, increase awareness of benefits, and ultimately create value. A knowledge manager must follow a framework of best practices similar to that of a marketer: identify customer needs (knowledge gaps); target the audience (define requirements); develop, brand, and distribute the product (knowledge); utilize metrics to evaluate success (KPIs); and document lessons learned for continuous improvement. This presentation focuses on creating a marketing foundation to underpin a successful KM initiative.

Kim Harvell Glover and Tamara Viles of Aspen Technology Inc. delivered the presentation at APQC’s 2012 knowledge management conference.


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