The impact of strategic marketing on customer knowledge management

Abstract

This study examines the impact of strategic marketing on customer knowledge management (CKM) within organizations. Using a questionnaire-based methodology, data were collected from 100 respondents, providing insights into the integration and effectiveness of CKM as influenced by strategic marketing practices. The results indicate that while strategic marketing is widely regarded as important, the degree of its importance varies across organizations. Additionally, the integration of CKM is perceived as generally effective, though challenges such as system usability and management support remain significant. The findings underscore the need for a clear strategy, strong leadership, and an organizational culture that supports innovation to successfully leverage CKM for enhanced business performance.