The Role Of Market Knowledge In Improving Marketing Innovation “A Field Study on Food Industry Companies Operating in Syria”

Abstract

This study aimed to determine the role of market knowledge (customer knowledge, competitor knowledge, and market knowledge) in improving marketing innovation in food industry companies operating in Syria.

     The researcher relied on the descriptive analytical approach and on the questionnaire as a study tool, as she distributed 178 questionnaires to a facilitated sample of employees at the upper and middle administrative levels of employees in the companies under study. The researcher analyzed the data using statistical analysis software (SPSS 25).

     At the end of this research, the researcher concluded that there is a statistically significant relationship between customer knowledge, competitor knowledge, and market knowledge on the one hand, and improving marketing innovation in the companies under study. The researcher also made a number of recommendations, including: Focusing on market knowledge, enhancing it, and transferring it to achieve marketing innovation, providing marketing programs that meet the ever-changing needs and desires of customers and outperform competitors, using open communication channels with its customers to identify their inquiries and comments and ensure that their requirements are met, and focusing on market analysis to select the sector that can be best served.