The objective of this study is to determine the role of marketing knowledge in achieving creativity direction at the General Company for Bottling Water (Boukein). This was done by using the descriptive statistical method. A questionnaire was designed
with a set of questions related to the studied research variables that were directed to a sample of employees in the studied company. Then, the data was analyzed using the SPSS program.
Finally, the study concluded a set of important results, including:
- There is a statistically significant effect of the marketing information system on the creative approach at General Company for Bottling Water (Boukein).
- There is a significant impact of the management of marketing knowledge on the creative approach at the General Company for Bottling Water (Boukein).
- There is a statistically significant impact of customer involvement to create knowledge on the creative approach at the General Company for Bottling Water (Boukein).
The researcher also presented a set of suggestions and recommendations that are expected to help the company's employees develop the ways of working at the company. So, the company can have a leading creative center by establishing its marketing efficiency in the Syrian market.
This research studies the role of technological development in the
creative orientation of the organization; in order to find a logical
answer to the research problem that says: to which extent the
technological development of the industrial organ
izations might
effect on its creative orientations.
The main aim of this study is to determine the relationship between
the technological development degree represented by (the level of
the research and technological development, the level of networks
and contact), and the creative orientation of the organization
represented by (the intention of creativity, the infrastructure of
creativity, and finally the implementation of creativity) in the
above-mentioned organizations.
