أثر إدارة معرفة العملاء على الأداء التسويقي : دراسة تحليلية لشركة اتصالات الجزائر-موبيليس

الملخص EN

This study aims to test the impact of customer knowledge management on the marketing performance in companies.

Through distributing100 questionnaires on directors, and departments heads at the Algerian Telecom company (Mobilis).

The results showed a high level of marketing performance at the Algerian Telecom Company.

Explained by a statistical significant impact of customer knowledge management on the profitability, market share and customer retention.