E3S Web Conf.
Volume 307, 2021International Interdisciplinary Scientific Conference “Digitalisation and Sustainability for Development Management: Economic, Social, and Ecological Aspects” 2021
|Number of page(s)||10|
|Section||Digital Marketing for Sustainable Economic Development|
|Published online||22 September 2021|
Knowledge marketing: M4I-mix model of evaluation
1 Department of Marketing, Academic and Scientific Institute for Business, Economics and Management, Sumy State University, Rimski-Korsakov St., 2, 40007, Sumy, Ukraine
2 Department of Management, Academic and Scientific Institute for Business, Economics and Management, Sumy State University, Rimski-Korsakov St., 2, 40007, Sumy, Ukraine
3 Sumy city Council, Nezalezhnosti 2, Sumy, 40000, Ukraine
4 Department of Marketing, Faculty of Finances and Economics, Dnipro University of Technology, Dmytra Yavornytskogo 19, 49005, Dnipro, Ukraine
* Corresponding author: firstname.lastname@example.org
The article is devoted to studying knowledge marketing as a tool for promoting educational and scientific services from the developer (university) to the consumer (industry and business). The main stages of knowledge generation following the DIKW model and the procedure for their further implementation are shown. Based on the bibliometric analysis of keywords clusters and the most popular research topics in the field of "knowledge marketing", the relevance of implementing the chain "idea - investigation - implementation - industry" was confirmed. The M4I-mix approach is proposed for detailing the main processes occurring at each stage of knowledge marketing and identifying significant indicators that should be influenced. Examples of using the M4I-mix approach to promote educational services and commercialize research results are given.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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