But the deal between AOL and Unilever, the world's largest advertiser, will build on traditional ad arrangements by including clauses on sharing internet know-how, and knowledge on customer feedback and marketing, the firms said.

BBC: Unilever and AOL seal 'landmark' ad deal

The knowledge and know-how is progressing systematically as well and this is, this is progress and technology and you cannot stop progress.

BBC

Knowledge and know-how are transmitted during annual initiation ceremonies.

UNESCO: Intangible Cultural Heritage

We have the knowledge and know-how.

BBC

And we are investing in a knowledge-management system to ensure that the best global know-how informs our work.

ECONOMIST: World Bank reform

Those scientists honored to join the Qanats Club will be given a certificate and formally become members of the Club through certificates endorsed by UNESCO and ICQHS. The members of the club will be long-term partners of ICQHS to further pursue its mandate in advancing the knowledge of Qanats and capacity-building for the Qanats know-how.

UNESCO: Water Portal | Water Events Worldwide