New Approach to Knowledge Management  in Marketing Teams of IT Companies

Vyacheslav Pigarev; Vladimir Bunkovsky

doi:10.21603/2500-3372-2025-10-4-603-610

VAK Russia 5.2.6 UDC 331

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NEW APPROACH TO KNOWLEDGE MANAGEMENT IN MARKETING TEAMS OF IT COMPANIES New Approach to Knowledge Management in Marketing Teams of IT Companies

АА Аа

Published in Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences · Volume 10, Issue 4 · Pages 603–610 · Rubric: Economics and Management: Theory and Practice

DOI: https://doi.org/10.21603/2500-3372-2025-10-4-603-610 · EDN: KRVKOU

Received: 03.05.2025 Accepted: 30.06.2025 Published: 01.12.2025

Authors

Vyacheslav Pigarev

Vladimir Bunkovsky

Vyacheslav Pigarev

Academic degree: graduate student of economic sciences

Irkutsk State Technical University Russian Federation · Irkutsk

Vladimir Bunkovsky

Academic degree: doctoral candidate of economic sciences

Science rang: corresponding member Russian Academy of Natural Sciences

Irkutsk National Research Technical Universit Russian Federation · Irkutsk

ABSTRACT

Marketing departments in IT companies may face certain knowledge management issues if they have to deal with rapid personnel flow and technological progress. A poor systematic approach to knowledge management leads to information gaps, wrong decisions, and long adaptation time for new employees. The authors adapted the conventional knowledge management models to the specifics of marketing in Russian IT companies to minimize knowledge gap, accelerate the adaptation period for new employees, and improve their performance. The research relied on the methods of observation, semi-structured interviews, and content analysis of corporate documents. The KPI and employee analysis covered such indicators as adaptation period, number of errors, speed of access to information, and satisfaction with information availability. The case study of a marketing team (AO Ispmanager; n = 12) describes a new type of knowledge management with a combined architecture (by projects / products and departments) based on Google Docs. The team trained new employees, regularly updated their databases, and integrated new specialists into the adaptation process. The effectiveness was measured by adaptation, speed of access to information, and employees’ satisfaction with data availability. The results showed a 33% decrease in adaptation time and a 60% decrease in search time. The satisfaction level increased by 57%. The new approach can be used by other small cross-functional teams in the IT sector. The study prospects include automatization and research into the impact of documentation quality on motivation and performance.

KEYWORDS

knowledge management, knowledge base, knowledge gap, IT company, employee adaptation, personnel efficiency, experience transfer

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GOST

Pigarev V. A., Bunkovsky V. I. New Approach to Knowledge Management in Marketing Teams of IT Companies // Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences. 2025. no. 4. pp. 603-610. DOI: https://doi.org/10.21603/2500-3372-2025-10-4-603-610. EDN: KRVKOU. (Date of access 30.10.2026).

MLA

Vyacheslav Pigarev, Bunkovsky V. I.. "New Approach to Knowledge Management in Marketing Teams of IT Companies." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 10.4 (2025): 603-610. DOI: https://doi.org/10.21603/2500-3372-2025-10-4-603-610. EDN: KRVKOU.

APA

Pigarev V. A., Bunkovsky V. I. (2025). New Approach to Knowledge Management in Marketing Teams of IT Companies. Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences, 10(4), 603-610. https://doi.org/10.21603/2500-3372-2025-10-4-603-610 EDN: KRVKOU.

Chicago

Vyacheslav Pigarev, Bunkovsky V. I.. "New Approach to Knowledge Management in Marketing Teams of IT Companies." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 10, no. 4 (2025): 603-610. https://doi.org/10.21603/2500-3372-2025-10-4-603-610. EDN: KRVKOU.

WIKI

{{cite journal | author = Pigarev V. A., Bunkovsky V. I. | title = New Approach to Knowledge Management in Marketing Teams of IT Companies | journal = Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences | year = 2025 | volume = 10 | issue = 4 | pages = 603-610 | doi = 10.21603/2500-3372-2025-10-4-603-610 }} EDN: KRVKOU

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NEW APPROACH TO KNOWLEDGE MANAGEMENT IN MARKETING TEAMS OF IT COMPANIES New Approach to Knowledge Management in Marketing Teams of IT Companies

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