The effectiveness of the dimensions of marketing knowledge management in improving marketing innovation in the enterprise services

Abstract EN

The goal of the study is to evaluate the effectiveness of knowledge management marketing dimensions in enhancing marketing innovation.

it tries to demonstrate the impact of management of marketing knowledge adoption on the development of marketing innovation at the national telecom company Mobilis.

the study was conducted with two complementary methods.

the first is documentary (descriptive) based on certain literary data to clarify the theoretical context.

as for the second, it is survey (analytical) with an exploratory study through the use of the questionnaire.

to do this, 100 forms were distributed to company employees.

85 forms were recovered, the statistical analysis was carried out using the statistical software package (SPSS.

V 19).

the results obtained showed that the level of the company is average concerning the application of the dimensions of the management of marketing knowledge.

on the other hand, there is a statistically significant effect of the application of the dimensions of knowledge management on the innovation of the Mobilis company (el-Oued), according to the dimensions retained in the study model.