The Role of Marketing Knowledge Management in Achieving Competitive Advantage A Field Study on Amman’s Hotels

Abdullah Hersh, Khalil Aladwan

Abstract


Knowledge management became one of the most important and modern topics in the present day, and it also became a basis which we depend upon it in concentration efforts of multilateral perspectives and different interests, especially those who work in the marketing management, but can marketing knowledge management achieve competitive advantage? This study aimed dignifying the role of marketing knowledge management (MKM) and its effect in achieving the competitive advantage in Amman hotels. To achieve the purpose of study a questionnaire was prepared by the researchers and delivered to the administration employees in the working hotels in Amman that are classified (three, four and five stars). The statistical procedure (SPSS) was used to analyze the data of the study. The findings of this study are there is a significant statistical effect for the knowledge in the markets for the needs and desires of the customers and for available marketing chances in achieving the competitive advantage according to the significance and the responding, and there is a significance statistical effect for the knowledge in the markets, for the needs and desires of the customers and for the available marketing chances to achieve the competitive advantage according to the responding.


Full Text: PDF DOI: 10.5539/ijms.v6n3p163

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This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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