Knowledge Management In Marketing And Its Relationship With Organizational Performance

Abstract

Organizational performance is the core of all activities in the organization as it determines the organization's survival and reflects the way the organization uses its tangible and intangible resources to achieve its goals. Knowledge management, on the other hand, makes a significant difference as a result of companies and can be seen as a vital competitive tool that significantly improves adaptability, survival and improvement of organizational performance. Therefore, the present study was conducted to investigate the impact of knowledge management in marketing and its relationship with the performance of organizations. To measure the variables of the research model, a questionnaire of 42 questions was designed and distributed among the employees of foreign and domestic trade and marketing of industrial towns companies by the method of relative classification to the proportion of employees (section). Cronbach's alpha coefficient was at acceptable level for all variables to test the hypotheses Multivariate regression method and SPSS version 23 software were used. The results showed that there is a significant positive relationship between assets and marketing knowledge management capabilities on the overall organization's performance, customer performance and financial performance. Existing marketing assets and external marketing capabilities have the greatest impact on the overall performance of the organization, market performance and financial performance, while existing marketing assets and Internal capabilities have the greatest impact on customer performance.