The relationship between marketing experience and marketing knowledge and its impact on marketing performance: A field study in the Iraqi oil sector companies
Abstract
The Iraqi oil sector is of great importance as it is considered the main pillar of the country’s economy and its revenues. Therefore, the goal of the current research is to explore the relationship between marketing experience and marketing knowledge and its impact on marketing performance in oil products companies (Maysan Oil Company, National Oil Company, North Oil Company, Oil Company Dhi Qar and Basra Oil Company). The features of the basic problem were the weak awareness of the effective role of marketing experience and marketing knowledge in influencing the level of marketing performance, which reflects negatively on the level of overall performance of the companies in the research sample, as well as their competitive position. Therefore, it has become necessary for the marketing department to pay exceptional attention to marketing experience and knowledge within the framework of the organization's strategy.
In its quest to shift from traditional business to contemporary trends compatible with environmental changes, marketing departments in the companies sampled in the research should adopt experience and knowledge to improve their performance. Therefore, this research came to shed light on these trends and show the extent of their effectiveness in achieving the organization’s goals, through their application in the Iraqi oil sector. The research derives its importance from the importance of the topics it covers, as well as the companies studied.
The research adopted the descriptive analytical method as an approach to the current research, and the research community was represented by unit officials working in petroleum products companies throughout Iraq, as a random sample of (303) unit officials in the mentioned companies was selected. In order to reach the results, a number of statistical methods were used, supported by the statistical program (SPSS). Among the most prominent results reached: There is a significant correlation and influence between marketing experience in its combined dimensions and marketing knowledge in its combined dimensions in Iraqi oil sector companies. One of the most important recommendations is the need for the companies under study to develop marketing knowledge and marketing experience in a renewed and updated manner by benefiting from training courses in the marketing field in order to raise the level of marketing performance
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