Knowledge Management for Sales and Marketing

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Case study from Mars, Inc.: knowledge management in sales and marketing

Linda Davies

Mars, Incorporated are a global company in the fast moving consumer goods industry, with six business segments including Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks and Symbioscience. These segments generate total annual revenues of $30 billion. As a family-owned company for nearly a century, Mars are guided by the five principles of quality, responsibility, mutuality, efficiency and freedom. The global reach of Mars’ business segments and the inclusive nature of these values makes it important for Mars to learn, disseminate and apply knowledge and experiences from one market to another and between business segments. Additionally the fast-moving ...