Relationship between Marketing Knowledge Management and Performance of Large Manufacturing Firms in Gilan Province
الموضوعات :
E. Chirani
1
(Assistant Professor in Business Management,Islamic Azad University, Rasht Branch, Iran.)
S. Akhavan Foumani
2
(MA in Business Management , Rasht Branch, Iran)
الکلمات المفتاحية: Performance Improvement, Marketing Knowledge Management, Determination of Manufacturing Firm Performance,
ملخص المقالة :
In today’s complex, dynamic and constantly changing environments, all firms need to design and adopt strategies enabling them to conform the changing and dynamic conditions of competitive markets and as a result to improve their performance.This paper is aiming to help the managers to promote their productivity through marketing knowledge management strategy. It is an applicable-descriptive study in terms of purpose and data collection. large manufacturing firms in Gilan are selected as statistical society. Then, a questionnaire of 24 questions are designed and distributed among the population. All questionnaires are gathered and analyzed via SPSS and LISREL software. The results represent that creating marketing assets, investing on marketing assets and foreign markets’ potential, has positive effects on the performance. At last, based on the research findings and in order to use future researches, some suggestions will be presented.
