أثر المعرفة في عمليات التخطيط الاستراتيجي للتسويق : دراسة استطلاعية في عدد من المنظمات المصرفية في مدينة دهوك

Abstract EN

This research aims at determining the effect of knowledge on marketing strategic planning process at a level of a numbers of banking organizations based on a hypothetical sample.

The sample takes into consideration the nature of the relation between the knowledge and marketing strategic planning process, thus, two essential hypotheses were adopted.

They included a number of sub-hypotheses in order to accomplish the research objectives and to complete the requirements.

The researcher set at theoretical frame using the subject material.

Also, a group of Banking Organizations in Dohuk City were selected to conduct the field survey.

A sample consisting of (56) respondents was selected, it included managers, assistant and head of departments in these organizations, in addition to questionnaire template which was developed to collect and process the data.

Through some statistical methods, results were analyzed and the hypotheses were examined, the most important conclusions have indicated that there is a correlation and effect relation between the knowledge and marketing strategic planning process.

Also, the research has suggested a number of recommendations that concentrated the effect of knowledge on the marketing strategic planning process.