Main Article Content
Abstract
This study aims to investigate the critical nexus between knowledge management (KM) strategies and marketing effectiveness, aiming to shed light on key insights drawn from a systematic literature review. The research design and methodology involve a comprehensive review of existing literature in marketing and knowledge management, synthesizing insights from various studies to elucidate the role of KM in enhancing marketing performance across diverse industries and organizational contexts. The findings and discussion underscore the pivotal role of KM strategies in maximizing marketing effectiveness, emphasizing the positive impact of robust KM processes on key performance metrics such as customer satisfaction, brand loyalty, and competitive advantage. Additionally, the integration of technological enablers such as data analytics, social media monitoring, and artificial intelligence is highlighted as essential for augmenting the effectiveness of KM strategies, enabling organizations to derive actionable insights, optimize marketing campaigns, and personalize customer experiences. The implications of this study are twofold. Firstly, for academia, the study contributes to advancing knowledge in marketing and knowledge management by synthesizing insights from existing literature and identifying avenues for future research. Secondly, for practice, the findings offer actionable insights for organizations seeking to enhance their marketing effectiveness through knowledge management strategies. By recognizing the critical role of KM in gaining a competitive edge, fostering innovation, and achieving sustainable growth, organizations can prioritize investments in KM processes, technologies, and organizational culture conducive to knowledge sharing and collaboration.
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References
- Abbas, M. (2024). Integrating Knowledge Management into Marketing for Enhanced Decision-Making and Performance. Advances in Business & Industrial Marketing Research, 2(2), 72–82. https://doi.org/10.60079/abim.v2i2.274
- Akbar, M. A. (2024). Customer-Centric Strategies: Navigating the Dynamics of Marketing Management for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(2), 96–109. https://doi.org/10.60079/abim.v2i2.288
- Akgün, A. E., Lynn, G. S., & Byrne, J. C. (2007). Antecedents and consequences of unlearning in new product development teams. Journal of Product Innovation Management, 24(6), 587-601. https://doi.org/10.1111/j.1540-5885.2007.00268.x
- Alavi, M., & Leidner, D. E. (2001). Review: Knowledge management and knowledge management systems: Conceptual foundations and research issues. MIS Quarterly, 25(1), 107-136. https://doi.org/10.2307/3250961
- Bertino, E., & Islam, N. (2021). Data privacy technologies: An overview. In E. Bertino, N. Islam (Eds.), Data Privacy Technologies and Applications (pp. 3-18). Springer. https://doi.org/10.1007/978-3-030-64844-1_1
- Biloslavo, R., & Trnavčevič, A. (2018). Knowledge Management and Marketing: A Review of the Current State. Journal of Knowledge Management, 22(3), 577-594. https://doi.org/10.1108/JKM-05-2017-0196
- Bose, R. (2009). Advanced analytics: Opportunities and challenges. Industrial Management & Data Systems, 109(2), 155-172. https://doi.org/10.1108/02635570910930834
- Bucur, I. (2009). Knowledge Management – A Key Factor for Maximizing Marketing Effectiveness. Annals of the University of Petrosani, Economics, 9(4), 17-22.
- Chang, H. H., Chou, Y. C., & Cheng, C. M. (2020). The role of knowledge management in driving firm performance: A longitudinal study. Journal of Knowledge Management, 24(2), 364-383. https://doi.org/10.1108/JKM-08-2019-0547
- Chen, C. J., Yang, S. C., & Su, Y. T. (2021). Predictive analytics for customer churn: A case study in the automobile industry. Journal of Database Management, 32(2), 16-30. https://doi.org/10.4018/JDM.20210401.oa1
- Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688. https://doi.org/10.1108/14637150310496759
- Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
- Greckhamer, T., Misangyi, V. F., Fiss, P. C., & Aguilera, R. V. (2020). Qualitative comparative analysis (QCA) in strategic management research: A primer and an application. Strategic Management Journal, 41(2), 146-177. https://doi.org/10.1002/smj.3096
- Grewal, R., Chandrashekaran, M., Johnson, J. L., & Mallapragada, G. (2021). Artificial intelligence and the future of marketing: A research agenda. Journal of the Academy of Marketing Science, 49(4), 598-615. https://doi.org/10.1007/s11747-020-00762-3
- Gupta, A. K., & Govindarajan, V. (2000). Knowledge flows within multinational corporations. Strategic Management Journal, 21(4), 473-496.
- Gupta, S., Bhattacharya, S., & Iyer, S. (2019). Blockchain in marketing: A research agenda. Journal of the Academy of Marketing Science, 47(4), 595-599. https://doi.org/10.1007/s11747-019-00671-6
- Haris, A. (2024). The Role of Marketing Research in Understanding Consumer Behavior and Preferences. Advances in Business & Industrial Marketing Research, 2(2), 59–71. https://doi.org/10.60079/abim.v2i2.259
- Islami, M. M., Rahyuni, S., & Rukayyah, A. (2024). Strategic Branding: Building Market Positioning and Business Growth through Integrated Management Practices. Advances in Business & Industrial Marketing Research, 2(2), 110–122. https://doi.org/10.60079/abim.v2i2.293
- Jashapara, A. (2011). Knowledge management: An integrated approach. Pearson Education Limited.
- Kang, M., Lee, J., & Kim, J. (2021). Natural language processing and deep learning in marketing: A bibliometric analysis and future directions. Journal of Interactive Marketing, 53, 65-82. https://doi.org/10.1016/j.intmar.2020.05.003
- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
- Karna, S. (2010). Impact of Knowledge Management on Marketing Effectiveness: A Case Study of Marketing of Housing Projects in Delhi/NCR Region. International Journal of Advanced Research in Management and Social Sciences, 1(5), 141-154.
- Kim, S., & Lee, S. (2020). Big data analytics, artificial intelligence, and the fourth industrial revolution: Implications on marketing analytics. Journal of Innovation & Knowledge, 5(4), 257-262. https://doi.org/10.1016/j.jik.2019.10.001
- Kumo, W. (2023). Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research, 1(3), 117–129. https://doi.org/10.60079/abim.v1i3.196
- Lee, C. S., Yang, C. H., & Lee, M. H. (2021). Technological change, knowledge management capability, and firm innovation: The moderating role of organizational agility. Journal of Business Research, 138, 305-315. https://doi.org/10.1016/j.jbusres.2021.03.050
- Li, H., & Liang, J. (2020). A study on the marketing effect of social media based on big data analysis. International Journal of Online Marketing, 10(4), 30-41. https://doi.org/10.4018/IJOM.2020100102
- Li, Y., Cheng, T. C. E., & Wang, C. (2018). The impact of knowledge management on customer loyalty: An empirical study of Hilton Hotel. Journal of Knowledge Management, 22(7), 1455-1474. https://doi.org/10.1108/JKM-06-2017-0305
- Liu, D., Liu, Y., Zhang, M., & Zhang, H. (2022). Influence of cognitive biases and heuristics on managerial decision-making: A systematic review and integration. Journal of Business Research, 139, 364-378. https://doi.org/10.1016/j.jbusres.2022.02.002
- McAdam, R., & Reid, R. (2001). A comparison of public and private sector perceptions and use of knowledge management. Journal of European Industrial Training, 25(5), 245-255. https://doi.org/10.1108/EUM0000000005499
- Mishra, A., Akman, I., Mishra, A., & Kumar, A. (2020). A comprehensive literature review on the application of artificial intelligence in marketing. Journal of Retailing and Consumer Services, 55, 102086. https://doi.org/10.1016/j.jretconser.2019.102086
- Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. Oxford University Press.
- Petersen, N. (2015). Knowledge management, data protection, and privacy issues. In N. Petersen (Ed.), Knowledge Management (pp. 189-208). Springer. https://doi.org/10.1007/978-3-319-17673-0_11
- Pilotti, L. (2005). The Role of Customer Relationship Management Systems in Knowledge Management: A View from the Front Lines. Journal of Information & Knowledge Management, 4(3), 275-286. https://doi.org/10.1142/S0219649205000960
- Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51-59. https://doi.org/10.1089/big.2013.1508
- Sulastri, L. (2023). Strategies for Successful Entrepreneurship in a Dynamic Business Landscape. Advances in Business & Industrial Marketing Research, 1(3), 157–168. https://doi.org/10.60079/abim.v1i3.213
- Svatošová, V. (2012). Knowledge Management Supporting Marketing Activities in Small and Medium-sized Companies. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 60(3), 389-396. https://doi.org/10.11118/actaun201260030389
- Walsh, J. P., & Ungson, G. R. (1991). Organizational memory. Academy of Management Review, 16(1), 57-91. https://doi.org/10.5465/amr.1991.4278996
- Wang, Y., & Zeng, L. (2019). Knowledge management, innovation, and firm performance: A comparative study of Chinese firms. Information & Management, 56(3), 397-409. https://doi.org/10.1016/j.im.2018.06.003
- Wang, Z., Zhao, J., & Ma, J. (2021). From knowledge exploration to exploitation: A comparison between small and medium-sized enterprises and large companies. Journal of Business Research, 130, 495-507. https://doi.org/10.1016/j.jbusres.2021.06.052
- Zhang, Y., Turel, O., & Ma, Q. (2020). Affect- and cognition-based trust in knowledge sharing: Exploring role differences. Journal of Knowledge Management, 24(6), 1380-1397. https://doi.org/10.1108/JKM-09-2019-0609
- Zhao, K., Hui, K. L., & Jin, J. (2021). Leveraging big data analytics for knowledge management: A literature review and research agenda. Information & Management, 58(8), 103394. https://doi.org/10.1016/j.im.2021.103394
References
Abbas, M. (2024). Integrating Knowledge Management into Marketing for Enhanced Decision-Making and Performance. Advances in Business & Industrial Marketing Research, 2(2), 72–82. https://doi.org/10.60079/abim.v2i2.274
Akbar, M. A. (2024). Customer-Centric Strategies: Navigating the Dynamics of Marketing Management for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(2), 96–109. https://doi.org/10.60079/abim.v2i2.288
Akgün, A. E., Lynn, G. S., & Byrne, J. C. (2007). Antecedents and consequences of unlearning in new product development teams. Journal of Product Innovation Management, 24(6), 587-601. https://doi.org/10.1111/j.1540-5885.2007.00268.x
Alavi, M., & Leidner, D. E. (2001). Review: Knowledge management and knowledge management systems: Conceptual foundations and research issues. MIS Quarterly, 25(1), 107-136. https://doi.org/10.2307/3250961
Bertino, E., & Islam, N. (2021). Data privacy technologies: An overview. In E. Bertino, N. Islam (Eds.), Data Privacy Technologies and Applications (pp. 3-18). Springer. https://doi.org/10.1007/978-3-030-64844-1_1
Biloslavo, R., & Trnavčevič, A. (2018). Knowledge Management and Marketing: A Review of the Current State. Journal of Knowledge Management, 22(3), 577-594. https://doi.org/10.1108/JKM-05-2017-0196
Bose, R. (2009). Advanced analytics: Opportunities and challenges. Industrial Management & Data Systems, 109(2), 155-172. https://doi.org/10.1108/02635570910930834
Bucur, I. (2009). Knowledge Management – A Key Factor for Maximizing Marketing Effectiveness. Annals of the University of Petrosani, Economics, 9(4), 17-22.
Chang, H. H., Chou, Y. C., & Cheng, C. M. (2020). The role of knowledge management in driving firm performance: A longitudinal study. Journal of Knowledge Management, 24(2), 364-383. https://doi.org/10.1108/JKM-08-2019-0547
Chen, C. J., Yang, S. C., & Su, Y. T. (2021). Predictive analytics for customer churn: A case study in the automobile industry. Journal of Database Management, 32(2), 16-30. https://doi.org/10.4018/JDM.20210401.oa1
Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672-688. https://doi.org/10.1108/14637150310496759
Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know. Harvard Business Press.
Greckhamer, T., Misangyi, V. F., Fiss, P. C., & Aguilera, R. V. (2020). Qualitative comparative analysis (QCA) in strategic management research: A primer and an application. Strategic Management Journal, 41(2), 146-177. https://doi.org/10.1002/smj.3096
Grewal, R., Chandrashekaran, M., Johnson, J. L., & Mallapragada, G. (2021). Artificial intelligence and the future of marketing: A research agenda. Journal of the Academy of Marketing Science, 49(4), 598-615. https://doi.org/10.1007/s11747-020-00762-3
Gupta, A. K., & Govindarajan, V. (2000). Knowledge flows within multinational corporations. Strategic Management Journal, 21(4), 473-496.
Gupta, S., Bhattacharya, S., & Iyer, S. (2019). Blockchain in marketing: A research agenda. Journal of the Academy of Marketing Science, 47(4), 595-599. https://doi.org/10.1007/s11747-019-00671-6
Haris, A. (2024). The Role of Marketing Research in Understanding Consumer Behavior and Preferences. Advances in Business & Industrial Marketing Research, 2(2), 59–71. https://doi.org/10.60079/abim.v2i2.259
Islami, M. M., Rahyuni, S., & Rukayyah, A. (2024). Strategic Branding: Building Market Positioning and Business Growth through Integrated Management Practices. Advances in Business & Industrial Marketing Research, 2(2), 110–122. https://doi.org/10.60079/abim.v2i2.293
Jashapara, A. (2011). Knowledge management: An integrated approach. Pearson Education Limited.
Kang, M., Lee, J., & Kim, J. (2021). Natural language processing and deep learning in marketing: A bibliometric analysis and future directions. Journal of Interactive Marketing, 53, 65-82. https://doi.org/10.1016/j.intmar.2020.05.003
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
Karna, S. (2010). Impact of Knowledge Management on Marketing Effectiveness: A Case Study of Marketing of Housing Projects in Delhi/NCR Region. International Journal of Advanced Research in Management and Social Sciences, 1(5), 141-154.
Kim, S., & Lee, S. (2020). Big data analytics, artificial intelligence, and the fourth industrial revolution: Implications on marketing analytics. Journal of Innovation & Knowledge, 5(4), 257-262. https://doi.org/10.1016/j.jik.2019.10.001
Kumo, W. (2023). Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research, 1(3), 117–129. https://doi.org/10.60079/abim.v1i3.196
Lee, C. S., Yang, C. H., & Lee, M. H. (2021). Technological change, knowledge management capability, and firm innovation: The moderating role of organizational agility. Journal of Business Research, 138, 305-315. https://doi.org/10.1016/j.jbusres.2021.03.050
Li, H., & Liang, J. (2020). A study on the marketing effect of social media based on big data analysis. International Journal of Online Marketing, 10(4), 30-41. https://doi.org/10.4018/IJOM.2020100102
Li, Y., Cheng, T. C. E., & Wang, C. (2018). The impact of knowledge management on customer loyalty: An empirical study of Hilton Hotel. Journal of Knowledge Management, 22(7), 1455-1474. https://doi.org/10.1108/JKM-06-2017-0305
Liu, D., Liu, Y., Zhang, M., & Zhang, H. (2022). Influence of cognitive biases and heuristics on managerial decision-making: A systematic review and integration. Journal of Business Research, 139, 364-378. https://doi.org/10.1016/j.jbusres.2022.02.002
McAdam, R., & Reid, R. (2001). A comparison of public and private sector perceptions and use of knowledge management. Journal of European Industrial Training, 25(5), 245-255. https://doi.org/10.1108/EUM0000000005499
Mishra, A., Akman, I., Mishra, A., & Kumar, A. (2020). A comprehensive literature review on the application of artificial intelligence in marketing. Journal of Retailing and Consumer Services, 55, 102086. https://doi.org/10.1016/j.jretconser.2019.102086
Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How Japanese companies create the dynamics of innovation. Oxford University Press.
Petersen, N. (2015). Knowledge management, data protection, and privacy issues. In N. Petersen (Ed.), Knowledge Management (pp. 189-208). Springer. https://doi.org/10.1007/978-3-319-17673-0_11
Pilotti, L. (2005). The Role of Customer Relationship Management Systems in Knowledge Management: A View from the Front Lines. Journal of Information & Knowledge Management, 4(3), 275-286. https://doi.org/10.1142/S0219649205000960
Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51-59. https://doi.org/10.1089/big.2013.1508
Sulastri, L. (2023). Strategies for Successful Entrepreneurship in a Dynamic Business Landscape. Advances in Business & Industrial Marketing Research, 1(3), 157–168. https://doi.org/10.60079/abim.v1i3.213
Svatošová, V. (2012). Knowledge Management Supporting Marketing Activities in Small and Medium-sized Companies. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 60(3), 389-396. https://doi.org/10.11118/actaun201260030389
Walsh, J. P., & Ungson, G. R. (1991). Organizational memory. Academy of Management Review, 16(1), 57-91. https://doi.org/10.5465/amr.1991.4278996
Wang, Y., & Zeng, L. (2019). Knowledge management, innovation, and firm performance: A comparative study of Chinese firms. Information & Management, 56(3), 397-409. https://doi.org/10.1016/j.im.2018.06.003
Wang, Z., Zhao, J., & Ma, J. (2021). From knowledge exploration to exploitation: A comparison between small and medium-sized enterprises and large companies. Journal of Business Research, 130, 495-507. https://doi.org/10.1016/j.jbusres.2021.06.052
Zhang, Y., Turel, O., & Ma, Q. (2020). Affect- and cognition-based trust in knowledge sharing: Exploring role differences. Journal of Knowledge Management, 24(6), 1380-1397. https://doi.org/10.1108/JKM-09-2019-0609
Zhao, K., Hui, K. L., & Jin, J. (2021). Leveraging big data analytics for knowledge management: A literature review and research agenda. Information & Management, 58(8), 103394. https://doi.org/10.1016/j.im.2021.103394