(Université de M'sila, 2017) واضح, فواز; عيشوش, رياض
The term knowledge can be regarded as a key word
of the future, over the last few decades; many business
organizations have found themselves in a context
characterized by the spread of the knowledge
economy. In this economy, customer knowledge has
become a valuable asset for organizations. Managing
customer knowledge is no longer something that only
leading-edge companies use to gain sustainable
competitive advantage. This research aims to shed
light on Customer Knowledge Management(CKM) as
a new marketing approach in the light of the
knowledge economy, in order to establish a profitable
and longer relationship with customers.