تأثير مبادئ هندسة المعرفة التسويقية في الحد من ممارسات التسوق الخفي : بحث تحليلي لآراء عينة من الصيادلة في محافظة النجف الأشرف

Abstract EN

Some organizations actively seeking those that are trying to achieve a quick profit and competitive edge, especially in a record time of the adoption of strategies and practices of marketing may be marred by suspicion, deception and one of these practices is trying to use the hidden marketing or stealth strategy, which is intended to apply subtle practices can not be disclosed because it is familiar and illegal has xercised acts immoral in order to promote their products for some segments of the customers that they are weak in the process of selecting the product and those numbers are increasing the marketer is using modern means of communication and transportation in the access to these segments, exploitation and interference in their decision of purchasing through temptation, deception and deceit practiced against them, so it was addressed in our research that the independent variable, a cognitive marketing engineering four dimensions (multiple types of marketing knowledge, many types of experience and expert marketing, multiple methods of marketing knowledge representation, the multiplicity of ways to use the marketing knowledge), and the practices of the hidden marketing three dimensions (Deception, Intrusion, Exploitation), where the application of this research in the a sample of (Pharmacists in the province of Najaf) where the research he wanted to control the problem of expanding the use of practices marketing immoral and deceitful of marketing hidden by the principles of marketing knowledge engineering to achieve the goal of spreading awareness among Pharmacists in their dealings with drug companies of these practices and methods that can be used for treatment, and was based this research on the premise that (the relationship between the principles of cognitive engineering and practices hidden Marketing) emerged, including hypotheses and branch the research found the most important It is the conclusion Turns out the existence of the effect of the geometry of marketing knowledge in reducing the hidden marketing practices, but its impact was jittery doubled and achieved correlation Faculty 0.34 a relationship, and here, the most important recommendation is to be a focus on the use of many of the knowledge, information and marketing experts who have the experience and have the efficiency to reduce cases of deception, exploitation and intrusion deviation trends and customer behavior.