Effect of marketing knowledge management on organizational performance: A Case study in Iran insurance of Kermanshah

Abstract

The aim of this paper is to study the effect of marketing knowledge management on organizational performance of Iranshahr Insurance of Kermanshah. For this purpose, 82 employees of this company were selected with the use of simple random sampling method and responded to self-made questionnaire of the research. The obtained data from these questionnaires were analyzed by using two-variable regression test. The results indicated that assets and capabilities of marketing knowledge management have significant effect (p<0.01) on general performance, market-related performance, customers’ performance and financial performance of Iranshahr Insurance company of Kermanshah.