Study of the effects of marketing knowledge management assets on organizational performance in Iranian petrochemical industry

This study aims to investigate the effect of marketing knowledge management (MKM) on organizational performance in Iranian Petrochemical Industry. The 42 items questionnaire was designed for measuring the variables of the research model and was distributed among 50 External & Internal Business and Marketing departments of Petrochemical Commercial Company (in proportion to the number of the members of the units). The Chronbach,s Alpha Coefficient was acceptable for all variables. Multiple Regression Method and SPSS software (version 15) were used to analyze the collected data. The findings indicated that there is a significant and positive relationship between marketing knowledge management assets and whole organizational performance (market performance, customer performance, financial performance). Also, the result stated that built-in marketing assets have the strongest effect on whole organizational performance, market performance, customer performance, and financial performance.