An analytical study of the availability of comprehensive knowledge marketing management in Iraqi sports institutions
DOI:
https://doi.org/10.47197/retos.v63.112028Keywords:
management, comprehensive knowledge marketing, sports institutions.Abstract
Objective: The current study aimed to prepare a measure for comprehensive knowledge marketing management. In the Iraqi sports institutions under study, identifying the extent of each dimension of comprehensive knowledge marketing management.
Research methodology: This study relied on appropriate scientific methods, mainly represented by the descriptive method and the analytical method, and on the case study method because it suits the nature of the study. The study population was determined from the administrative cadres in the Iraqi Sports Federation, and the research sample numbered (86) and was represented as follows: The preparation sample numbered (50) and a percentage amounted to (58.13%), the sample of the exploratory experiment was (5), with a percentage of (5.81%), and the main experiment sample (application sample) numbered (31) and had a percentage of (36.04%).
Result: that the value of the arithmetic mean for the comprehensive marketing knowledge management scale reached (70.75) with a standard deviation of (20.84), which is less than the value of the hypothesized mean of (114), and the significance value of the error reached (0.00), which is less than the significance level of (0.05), and this is an indication of the weakness of sports institutions in comprehensive marketing knowledge management, and the researchers attribute the reason for this to the fact that sports institutions do not develop objectives related to knowledge management are achievable.
Conclusions: There is a weakness in the sports institutions under study in managing comprehensive knowledge marketing, and there is a weakness in marketing planning.
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