Knowledge Marketing

I've recently read an article "Marketing Your Knowledge" with exciting interest. Produced by The David and Lucile Packard Foundation, it examines why the works of knowledge-rich nonprofit sector do not get as much exposure as they should. A product of research involving leading NGO and philanthropy practitioners in the USA, the paper argues that marketing principles are necessary ingredients in knoweldge sharing:

1. Instead of focusing on knowledge supply, (What do we have to say?), successful organizations focus on knowledge demand (Whatknowledge do users need?).

2. Instead of seeking information access as the goal (How can we ensure that our knowledge is widely available?), successful organizations seek informed action as the goal (How can we ensure that our knowledge is widely used to improve practice?).

3. Instead of typically approaching knowledge sharing as one-time products (How can we package and deliver our knowledge in a product?), successful organizations approach knowledge sharing as a long-term,ongoing process (By what process can we ensure that our knowledge is absorbed by practitioners?)