THE EFFECTS OF KNOWLEDGE MANAGEMENT COMPONENTS ON MARKETING PERFORMANCE: A CASE STUDY OF EDUCATIONAL CENTERS LOCATED ACROSS GUILAN PROVINCE

Abstract

In this study researchers have tried to answer this question: “what effects do knowledge creation, knowledge acquisition, knowledge storage, knowledge transfer and knowledge application have on marketing performance?” organizations are constantly influenced by their surrounding environment. In the most of the times, the organization has less control on these factors. An organization can better continue to its survival if it can be able to identify and control these environmental factors. Today, with respect to scientific developments and technology, the environment of organizations becomes more complicated and unstable increasingly. But
environmental factors threaten the organizational life. In such a situation, those organizations are successful that not only acquire great knowledge about environmental factors, but also improve the basis of growth and development and enhanced performance of the organization. One of the ways of realization of this objective is knowledge management. The results show that suggested
model is validated by 95% confidence level