مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 17, Numéro 2, Pages 406-419
2024-12-20
The Role Of Marketing Knowledge Management In Achieving A Competitive Advantage: A Study Of A Sample Of Clients Of Mobilis.
Authors : Namaani Abdennour . Hamidi Abderrezak .
Abstract
This study aimed to investigate how marketing knowledge management affects the attainment of competitive advantage. To achieve this objective, a descriptive analytical approach was employed, with a questionnaire serving as the main tool for data collection. The researchers analyzed responses from a sample of 60 clients of Mobilis Corporation. Data processing and analysis were conducted using the Statistical Package for the Social Sciences (SPSS). The results indicated a statistically significant relationship between marketing knowledge management and competitive advantage, which is shaped by four key dimensions: customer knowledge, competitor knowledge, product knowledge, and process knowledge. The correlation coefficients for these dimensions demonstrated a strong alignment and considerable explanatory power.
Keywords
marketing knowledge management, customer knowledge. Competitive advantage, quality
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