Advertising knowledge management: strategies and implications

Since the mid-1990s, managerial and scholarly interest in the field of knowledge management has grown phenomenally. While the basic premise underlying the concept is not new, recent advances in technology and communication have enabled organisations to tap into, manage and exploit their intellectual capital to a greater extent than ever before. This paper examines the main drivers leading towards the adoption of advertising knowledge management and the strategies of ‘codification’ and ‘personalisation’. A conceptual approach is adopted using a series of propositions to guide future research, along with a practical review of the implications of knowledge management for the advertising business.