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Article: How to make intellectual capital gains.(Marketing directors should exploit employee knowledge)(Brief Article)
- Article from:
- Brand Strategy
- Article date:
- August 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sarah Perrin looks at how marketer directors can best exploit their company's know-how
Marketing directors have a vital role in exploiting their company's intellectual capital -- the know-how that is the key to generating new revenues in the `knowledge economy.' In the new millennium intellectual capital -- the knowledge which companies have -- will become increasingly important as a commercial asset.
In fact, the role of the marketing director is more important than any often other categories of functional manager and almost as significant as the part played by the chief executive, according to Managing Intellectual Capital to Grow Shareholder Value. In ...