أثر المعرفة التسويقية على الأداء التسويقي في بعض المؤسسات الخدمية لمدينة بغداد

الملخص EN

Marketing knowledge has become one of the most important pillars that help business organizations to meet the challenges of a rapidly changing and highly complex business environment in light of the fierce competition in which these organizations seek to achieve competitive advantage.

The aim of this study is to identify the impact of marketing knowledge on marketing performance in institutions the service.

The study model and its hypotheses were built according to the literature of the study.

A questionnaire was designed to collect data.

A total of (212) questionnaires were distributed and 167 responses were retrieved with a response rate of 79% .

To verify the reliability of the data, the Kronbach Alpha test was used.

And used the method of path analysis and modeling structural equation to test the hypotheses, and the study found that there is an impact of marketing strategy of the service on marketing performance in the service institutions of the city of Baghdad, The results were discussed and compared with previous studies, and then a number of proposals were presented for future studies.