دور المعرفة السوقية في تحقيق الابتكار التسويقي : دراسة استطلاعية في عدد من المنظمات السياحية في مدينة دهوك

الملخص EN

The purpose of this research is to determine the role of the market knowledge in realizing the marketing innovation at a level of the some tourist organization based on a hypothetical sample.

The sample takes into consideration the nature of the relation between the market knowledge and the marketing innovation.

Thus two essential hypotheses were adopted ; they included a number of sub-hypotheses in order to accomplish the research objectives and to complete the requirements, the researcher set at theoretical frame using the subject material.

Also, a group of tourist organizations in Dohuk City was selected to conduct the field survey.

A sample consisting of (67) respondents was selected, it included managers, assistant and head of departments in those organization in addition questionnaire template which was developed to collect and process the data.

Through some statistical methods, results were analyzed and the hypotheses were examined, the most important conclusions have indicated that there is a correlation and effect relation between the market knowledge and the marketing innovation.

Also the research has suggested a number of recommendation that concentrate on the role of role of market knowledge in realizing a marketing innovation.