شناسنامه علمی شماره
نویسندگان
1 شهید بهشتی
2 کارشناسی ارشد مدیریت بازاریابی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
This study aims to investigate the effect of marketing knowledge management (MKM) on organizational performance in Iranian petrochemical industry. The 42 items questionnaire was designed for measuring the variables of the research model and was distributed among 50 external and internal business and marketing members of Petrochemical Commercial company (in proportion to the number of the members of the units). The Chronbach,s alpha coefficient was acceptable for all the variables. Multiple regression method by SPSS software (version 15) used to analyze the collected data. The findings indicate that there is a significant and positive correlation between marketing knowledge management capabilities and whole organizational performance (market performance, customer performance, financial performance(. External marketing capabilities have the strongest influence on whole performance, market performance and financial performance, while internal marketing capabilities have the strongest influence on customer performance.
کلیدواژهها [English]
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