أثر المعرفة التسويقية في كسب الزبائن الجدد: دراسة استطلاعية في مصرفي الخليج التجاري والتنمية الدولي

الملخص EN

The aim of this research was to demonstrate the impact of the marketing knowledge of a group of workers in Iraqi banks, and the descriptive and analytical approach was adopted, and the questionnaire form was distributed to the employee staff by (122) forms in my bank (Gulf Commercial Bank, International Development Bank) under discussion, and then using (SPSS) software to prove the validity of the research hypotheses, and the research reached a set of conclusions, the most important of which was the existence of a high percentage of commitment to the dimensions of marketing knowledge in gaining more customers by the employees of the banks under study in terms of its variables according to the value of the commitment percentage at the overall level.

The study recommends the necessity for banks to pay attention to the research sample in all dimensions of marketing knowledge, by conducting realistic and marketing studies and research through which banks determine the ability of banks to undertake them and benefit from their results in implementation, whether at the present time or in the future.