دور إدارة المعرفة التسويقية في تطوير الكفاءات التنظيمية

الملخص EN

Starting from the various modern trends that characterized both strategic thinking and marketing thought alike, and considering that they are directed primarily and in an integrated manner to develop the performance of organizations, it was necessary to research the causal relationships that combine the ideas developed for both fields, and on this basis we tried through this study Searching for how marketing knowledge management contributes as a modern administrative approach to activating the role of organizational competencies in the organization, especially with regard to achieving marketing objectives, foremost of which is the value of the customer.

We concluded at the end of this study, which was carried out within the framework of a descriptive analytical approach, that the marketing knowledge Management, which is based on the collection, storage, analysis and dissemination, transfer and application of marketing knowledge, contributes to the formation and development of a base of organizational competencies in the organization, which is based on knowledge Constantly renewable, dynamic skills, adaptive behaviors and advanced technologies.