Knowing your customer: does it enhance marketing innovation and marketing performance?

Abstract

The paper assesses marketing practice of customer knowledge management and marketing innovation. The study focused on whether there is a link to the organisation’s marketing performance. Also, the relationship between customer knowledge management and marketing innovation was examined. The study was conducted by a survey to examine these concepts and their relationships.  The results showed here support the existence of such relationships, and researcher invites more interest in the topic to place more emphasis on marketing within the general knowledge management literature.