دور إدارة المعرفة التسويقية في تحقيق التفوق التنافسي للمؤسسة الاقتصادية الجزائرية : دراسة حالة مؤسسة فرتيال (Fertial)‎ بعنابة-الجزائر

Abstract EN

This study aimed at highlighting the role of marketing knowledge management in achieving the competitive edge of the organization from the point of view of the employees of the FERTIAL Foundation in Annaba, The descriptive analytical method was followed in the study, To achieve the goal, (54) questionnaires were collected on the selected sample, The hypotheses were tested using Regression and the appropriate statistical methods.

The study reached a set of results, the most important of which is the institution's interest in marketing knowledge management, And the existence of a positive impact and a positive relationship for the branches of marketing knowledge management (generation, storage, distribution) in achieving competitive advantage, With no linear relationship between applying marketing knowledge and competitive edge, The study recommended the necessity of working to enhance the application of marketing knowledge in its various dealings and services and paying attention to marketing knowledge in the internal environment, Paying attention to all the pillars of marketing knowledge represented in information technology and developing the human resource and activating it to achieve competitive advantage.