The College of Administration and Economics at the University of Baghdad discussed a master’s thesis in field of Industrial Management by the student (Ruaa Sadkan Abdul Hassan ) and tagged with (Sustainable marketing practices according to customer knowledge management – Analytical research) , Under supervision of (Assist. Pro. Dr. Atheer Abdullah Mohammed )
The research aims to test the impact of sustainable marketing in customer knowledge management, as the research problem is summarized in the need of industrial organizations to manage customer knowledge as they suffer from various challenges, as a set of questions crystallized about the main problem, the most important of which focuses on what is the role that sustainable marketing plays as an independent variable with its dimensions ( Innovative marketing, social marketing, sustainable product, sustainable promotion) in customer knowledge management as a responsive variable with its dimensions (knowledge from the customer, knowledge about the customer, knowledge of the customer, joint construction of knowledge)? As a set of goals were formulated to answer these questions, and based on scientific goals, two main hypotheses and a number of sub-hypotheses were formulated, including the correlation and influence relationships between the two research variables. The industrial sector, (Al-Furat State Company for Chemical Industries) affiliated to the Ministry of Industry and Minerals in Babil Governorate, was chosen as a field to achieve the objectives of the research and its hypotheses by employing the descriptive analytical approach. The research community consisted of leaders and workers in the three administrative levels (upper, middle, and executive). Those holding positions (general manager, assistant general manager, department managers, factory managers, divisional officials, administrative unit officials) and the sample size was (140) individuals. The questionnaire was used as the main tool for data collection, based on the five-point Likert model, if it consisted of ( 61) paragraphs and (145) questionnaires were distributed, of which (145) questionnaires valid for statistical analysis were retrieved.
A set of statistical methods were used to analyze the data, including: the arithmetic mean, the standard deviation, the coefficient of variation to describe the research sample and its answers, the Spearman correlation coefficient for the analysis of correlation relationships, the simple linear regression coefficient for the analysis of influence relationships, as well as the multiple linear regression coefficient, using software (SPSS V.25), (AMOS V.25) and( SMART V.4). Among the most important findings of the current research, there is a statistically significant effect of sustainable marketing (innovative marketing, social marketing, sustainable product, sustainable promotion) in customer knowledge management (knowledge from the customer, knowledge about the customer, knowledge of the customer, joint construction of knowledge) in general. And at the level of individuals.
