أثر إدارة معرفة الزبون على تحقيق الابتكار في عناصر المزيج التسويقي الإضافية : دراسة حالة مديرية التجارة لولاية سطيف

Abstract EN

: This study aims to know the impact of customer knowledge management (with its two dimensions), which are explicit knowledge and implicit knowledge on achieving innovation in the additional marketing mix elements and its impact on innovation in each One of its elements (physical evidence, individuals and processes).

Where 80 questionnaires were distributed to the employees of the Directorate of Commerce of the wilaya of Setif, all valid for statistical analysis.

the study found a statistically significant effect of customer knowledge management on achieving innovation in the additional marketing mix elements and a statistically significant effect of the two dimensions of customer knowledge management on achieving innovation in (physical evidence, individuals and processes) in the Directorate of Commerce of the wilaya of Setif.