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Register a new userMarketing knowledge role in creative orientation Field study in the General Company for Bottling Water (Boukein)
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Added by
Tishreen University مقالة
Publication date
2019
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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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.
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Research summary
تهدف هذه الدراسة إلى تحديد دور المعرفة التسويقية في تحقيق التوجه نحو الإبداع في الشركة العامة لتعبئة المياه (بقين). تم استخدام المنهج الوصفي الإحصائي وتصميم استبيان موجه لعينة من العاملين في الشركة. أظهرت النتائج وجود تأثير ذو دلالة إحصائية لنظام المعلومات التسويقية، إدارة المعرفة التسويقية، وإشراك الزبون في خلق المعرفة على التوجه الإبداعي للشركة. قدمت الباحثة مجموعة من التوصيات لتحسين الأداء الإبداعي للشركة من خلال تعزيز المعرفة التسويقية وتبني تقنيات حديثة في جمع وتحليل المعلومات.
Critical review
تعد هذه الدراسة خطوة مهمة في فهم دور المعرفة التسويقية في تحقيق التوجه الإبداعي. ومع ذلك، يمكن الإشارة إلى بعض النقاط التي قد تحتاج إلى تحسين. أولاً، العينة المستخدمة في الدراسة كانت محدودة وقد لا تعكس بشكل كامل واقع الشركة. ثانياً، كان من الممكن توسيع نطاق الدراسة ليشمل شركات أخرى في نفس القطاع للحصول على نتائج أكثر شمولية. ثالثاً، كان من الممكن استخدام أدوات تحليلية أكثر تنوعاً لتعزيز دقة النتائج. على الرغم من هذه النقاط، فإن الدراسة تقدم إسهاماً قيماً في مجال إدارة المعرفة التسويقية.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي من الدراسة هو تحديد دور المعرفة التسويقية في تحقيق التوجه نحو الإبداع في الشركة العامة لتعبئة المياه (بقين).
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ما هي المنهجية المستخدمة في الدراسة؟
استخدمت الدراسة المنهج الوصفي الإحصائي وتصميم استبيان موجه لعينة من العاملين في الشركة، وتم تحليل البيانات باستخدام برنامج SPSS.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود تأثير ذو دلالة إحصائية لنظام المعلومات التسويقية، إدارة المعرفة التسويقية، وإشراك الزبون في خلق المعرفة على التوجه الإبداعي للشركة.
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ما هي التوصيات التي قدمتها الباحثة لتحسين الأداء الإبداعي للشركة؟
قدمت الباحثة توصيات لتحسين الأداء الإبداعي للشركة من خلال تعزيز المعرفة التسويقية، تبني تقنيات حديثة في جمع وتحليل المعلومات، وإشراك الزبائن في عملية خلق المعرفة.
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