The College of Administration and Economics at the University of Baghdad discussed a master’s thesis in field of Business Administration by the student (Ali Hasan Beden ) and tagged with (The effect of proactive marketing in achieving competitive superiority by mediating market knowledge: a field research) , Under supervision of (Prof. Dr. Nadhum Jawad Al-Zeidi)
The research aims to know and measure the effect of proactive marketing with its dimensions (creative ability, searching for new opportunities, flexibility and risk-taking), in achieving competitive superiority with its dimensions (customer relationship management, customer value, brand and competition), as well as by mediating market knowledge, whose dimensions were represented by (Knowledge of the customer, knowledge of competitors and market research), and the main problem of the research was in an important question (to what extent is there an effect of proactive marketing in achieving competitive superiority by mediating market knowledge?), and the research was conducted in the sports sector represented by the sports clubs that were chosen, and the size of the community The respondent is represented by the members of the administrative body of the researched clubs, which amounted to (118) members, and a sample of it was tested, and according to the statistical treatment (90) members were the respondents to the research questionnaire prepared for this opportunity, which included (55) paragraphs covering the answer to the three research variables, as well as the use of the interview To reach more and more accurate information, the researcher relied on the analytical descriptive approach in completing this research, and for analyzing the data, the researcher used the statistical program (Spss.V.24) and (Amos.V.24), and among the statistical methods used in the analysis process ( Arithmetic mean, coefficient of variation, standard deviation, simple linear regression, structural equation modeling, (Sobel test) and confirmatory factor analysis). Between proactive marketing and competitive superiority is higher than the indirect effect in the presence of market knowledge as a mediating variable.
