Revue des Economies financières bancaires et de management
Volume 2, Numéro 1, Pages 109-125

دور عمليات ادارة المعرفة في دعم الابتكار التسويقي-دراسة تطبيقية في مؤسسة جيزي - وكالة بسكرة-

الكاتب : جوهرة اقطي . صباح ترغيني .

الملخص

This study aimed to investigated the impact of knowledge management on Marketing innovation at Djezzy Enterprise-Biskra agency-. Marketing innovation was measured in term of service innovation ،pricing innovation, placing innovation and promotion innovation. Also the study focuses on three process of knowledge management consist to knowledge creation ،knowledge sharing and knowledge implementation. The researchers used a questionnaire which distributed to 45 employees and a convenience sample, and they analyzed the data through SPSS program ،the study found that the knowledge management has a positive effect on service innovation and promotion innovation, but knowledge management hasn’t effect on both placing innovation and pricing innovation. The explanations and recommendations are also proposed.

الكلمات المفتاحية

knowledge management ،marketing innovation ،service innovation ،pricing innovation ،placing innovation, promoting innovation, Djezzy enterprice (Biskra Agency(