دور العمليات التسويقية المبنية على المعرفة في تحسين الأداء التسويقي

Abstract

The study aims to identify the role played by marketing operations based on the knowledge to improve marketing performance, and it is dealt with operational marketing through clarifying concepts related to the management of product development, the relationship between the customer and supply chain, and demonstrate how the work of each department and the extent of its importance to the overall performance of the institution in general and in particular marketing performance. So as to achieve the objectives search, meetings have been done at the level of telecommunications sector in Ghardaia. And to find out the views of the respondents ; a questionnaire has been distributed to staff at four under study institutions, so that we depend on the historical method and descriptive analytical approach and methods of descriptive statistics in order to get a solution to the problematic study. The study found that marketing operations based on knowledge contributes to the improved performance Institutions under study where it was noted that there is a positive impact for the management of customer relations on marketing performance management. However, product development department does not have a positive impact because of the difficulty of this product in service institutions along the lines of productive institutions that have a relationship and high-impact development