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The role of the intranet in brand knowledge management
Author(s) -
DeLarge Craig A.
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00340.x
Subject(s) - intranet , business , consistency (knowledge bases) , extranet , brand management , knowledge management , marketing , computer science , the internet , world wide web , artificial intelligence
It's well known that brands should engage employees, suppliers, and partners, as well as consumers. Craig A. DeLarge discusses how intranets and extranets can be used to share important brand facts and strategies with a cross‐brand teams network. He highlights the attributes of this networked approach and describes how it can make brand management a team effort that enhances efficiency, promotes consistency, and saves resources.