The impact of Marketing Knowledge in achieving The Excellence performance

An Comparative Analytical study of the Opinions of a Sample of Managers of Private Iraqi  Banks

A Thesis Presented To

The Council Of Administration and Economics College

in Karbala ‘a University

As a part  of the requirements of Higher Diplom In The Business Administration

Presented By

Huda Wafeaq kaream Khanawi ALkarawi

Supervised by

Nagham Daikh Abed – Ali

In light of the wide development that the world Is witnessing at the present time, the importance of marketing knowledge has emerged, as it Is an essential foundation for feeding banks with the resources, information and expertise they need, in addition to technology that achieves banks excellence in their performance. To achieve success and achieve excellence in a business environment characterized by continuous and rapid change, unless these banks possess extensive marketing knowledge.
With the foregoing, this study came to explain the impact of the use of marketing knowledge in its dimensions (explicit marketing knowledge, implicit marketing knowledge) as an independent variable In achieving outstanding performance as a dependent variable, which is represented by its dimensions (effectiveness, response, financial efficiency) and despite the adoption of marketing knowledge by banks in order to enhance Its survival and growth In order to be distinguished In its performance, but others know the extent of Its impact In achieving excellence in performance and here lies the problem of the study and seeking to develop solutions to it, as the study seeks to achieve the following goals:
1-Knowing the extent to which the surveyed banks adopt marketing knowledge and employ it to achieve outstanding performance
2- Knowing the extent to which private banks adopt the variables of the study

In order to achieve the objectives of the study, a hypothetical model was developed that determines the nature of the relationship between the dimensions of the independent variables and the dimensions of the approved variables. The necessary information for the field side through the questionnaire form prepared for this purpose..

Many conclusions were reached that can be summarized that there Is an impact of marketing knowledge, directly and indirectly, in achieving outstanding performance.
Then the study was concluded with a set of recommendations, the most important of which are:
It Is necessary for the surveyed banks to pay more attention to marketing knowledge as it Is an influential factor in achieving outstanding performance..