Purpose – This paper aims to clarify processes and factors of knowledge marketing in multi-national enterprises, especially the role of knowledge transfers inside and outside the firm to disclose information about the firm and their products. For this purpose, processes and factors of knowledge utilisation in a multi-national enterprise (MNE) are analysed. Design/methodology/approach – An institutional setting in which such transfer, utilisation, and disclosure takes place is analysed in an extensive case study of a MNE. In this case study, the identification of knowledge assets, relationship building, and the knowledge presentation are crucial for an adequate utilization of knowledge. The authors conducted a best-practise case study for knowledge marketing in MNEs, which uncovers and integrates disclosure strategies of the firm. Therefore, this case study primarily focuses on the qualitative research method. The data collection is based on semi-structured interviews with different individuals inside and outside the firm and data of document analyses. Originality/value – The analysed case verifies a model for knowledge marketing characterized by different processes, success factors and disclosure strategies, especially knowledge disclosure, which provides MNEs in knowledge-intensive environments with the possibility of commercialising knowledge-intensive products and services. Main processes identified in the case study were the identification of knowledge assets, relationship building, and knowledge protection processes. Main factors described by MNEs for successful knowledge marketing are: solving customer problems, reputation, and trust. Theoretical implications – This research paper contributes to knowledge marketing as well as knowledge disclosure literature, since the data collected in the case reveal relevant empirical findings about these concepts. Hence, this contribution may support a holistic view on knowledge marketing and its relevance in MNEs. Empirically verified success factors of knowledge marketing in MNEs may also additionally contribute to the existing literature of knowledge utilisation. Practical implications – This best practise case study may improve or clarify firm’s understanding of knowledge marketing processes and success factors in order to enhance their outputs as qualitative services providers. Additionally, in the market for knowledge many uncertainties and risks may occur. Firms and clients in knowledge-intensive industries may enhance their benefits by implementing adequate procedures of knowledge marketing, so that relationships of trust may be developed between the participants. This paper describes the practical importance of knowledge disclosure – to enhance the firm’s knowledge capital – as well as the relevance of firm’s attributes like reputation and problem-solution capacity.