| Abstract [eng] |
The article focuses on the importance of knowledge and how it could be used in the activity of the company. Knowledge is often treated as information, but their real meaning is of wider-ranging and their management is a complicated process, which requires a special capacity, skills and competences from the employees. In order to ensure a smooth process of knowledge management, the company should develop competences of its employees in all departments and all the time. It could be done by using one of the competence development models. Despite the fact, which model company will use, it will allow the company to improve not only the employee’s individual competence, but the companies themselves too, which, in turn, can provide a competitive advantage. Companies’ ability to focus not only on the knowledge that can be given in the documents, but also on those that are difficult to formalize, shows her ability to apply knowledge-based marketing, which is a relatively new concept in Lithuania’s business. So the object of this article is the knowledge based marketing and the purpose is to introduce the knowledge-based marketing and how it could be applied in the case of publishing business. In order to achieve the purpose, the following work tasks are raising: 1. To define the conception of knowledge and to sift its management process; 2. To identify the models of employees competence training and its influence to company’s activity; 3. To analyze the theoretical aspects of knowledge-based marketing; 4. To form a knowledge-based marketing model, which could ensure a targeted activity; 5. To investigate an opportunity to apply the knowledge-based marketing in publishing business. In purpose of determine whether created model of knowledge-based marketing could be used in publishing were accomplished a qualitative and a quantitative researches. It showed that consumers, employees, authors and buyers think, that the competence of employees is a key factor for a high quality final result. But they don’t deny, that company’s strategy, information, which it has, and authors information are important factors too. Also the researches proved, that created model of knowledge-based marketing could be used in publishing business. |
