Comunicação e conhecimento: a casa do saber. / Communication and knowledge: the Casa do Saber.
AUTOR(ES)
José Roberto Martins da Silva
DATA DE PUBLICAÇÃO
2009
RESUMO
Study that addresses the relationship between knowledge and brand consumption with the aim of evaluate its exploration and economic impact starting on the field of education and its role of knowledge formation. As a tool the reference bibliographic research on the fields of knowledge management, communication and brand management were used, whose relevant concepts have been tested through the case study of a center for non-academic education with an emphasis on the humanities, founded in the city of Sao Paulo the Casa do Saber. It was shown that under certain conditions, brands associated to economic exploitation of knowledge may be developed, communicated and practiced, and that the benefits of investment in knowledge not only depends on their use and sharing in economically productive and competitive environments.
ASSUNTO(S)
knowledge society intangible assets education sociedade do conhecimento educação ativos intangíveis comunicação de marcas brand communication
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