Knowledge-based mutations in the business environment and their impact on the firms' marketing function

Abstract

Knowledge assets are important tools
for all modern businesses, and
encouraging investment and leadership
in these new tools has become at the
forefront of the objectives that many
organizations seek to achieve high
performance and avoid the risks of
regression and disappearance.
This article aims to show the most
important knowledge-based
transformations taking place in the
current business environment, as well as
the different marketing challenges
facing companies in light of this new
knowledge-based economy.