تأثير استراتيجية التسويق في الميزة التنافسية عبر المعرفة السوقية : دراسة استطلاعية في الكليات الأهلية في بغداد

الملخص EN

The search aims to highlight the role of the marketing strategy, which relies on vision, mission and targeting, through the many marketing options that achieve competitive advantage in a sample of the private college, the research based on the descriptive and analytical approach.

The research sample represents five colleges operating in Baghdad, which representing 10% of the research community.

The research sample included a number of professors and employees.

The researcher distributed (100) questionnaires, 98 useable questionnaires (98% ) were returned.

The research relied on the three main hypotheses which are: there is a significant correlation between marketing strategy and competitive advantage, there is a positive impact for marketing knowledge and competitive advantage, and increases the impact of marketing strategy on competitive advantage through marketing knowledge.

Research found a significant correlation between marketing strategy and competitive advantage.

And a positive impact for marketing knowledge on competitive advantage.

As results have shown, the impact of marketing strategy on competitive advantage is increasing as marketing knowledge enters as a mediating variable.

In light of this, it was recommended that a clear marketing strategy be adopted to achieve competitive advantage, As well as the need to employ market knowledge in order to achieve competitive advantage, In order to increase the impact of marketing strategy on competitive advantage, market knowledge must be employed.

Key words: marketing strategy, competitive advantage, marketing knowledge