إدارة المعرفة التسويقية و أثرها على الأداء التسويقي : دراسة تطبيقية على بنك التنمية المحلية-بسكرة

الملخص EN

This paper aimed at exploring the impact of marketing knowledge management on marketing performance.

The banks have sought to implement varying practices to integrate marketing activities into a general organizational conceptual framework in order to relate them to information technology and create a marketing knowledge management system that will enable the bank to maintain knowledge accumulation and build an intellectual accumulation and thus rely on its efficiency and ability to deal with market variables.

In same context, outstanding banks are found to be cleverly following all the latest developments of marketing knowledge management .

This aspect of management represents the disciplinary guide for employees in the bank to develop practices and applications in the field of multi-directional marketing, and this is reflected in the bank's ability to extrapolate the competitive and marketing environment, create the appropriate possibilities for adaptation and deal with them.