تفاصيل الرسالة العلمية

This study aimed at showing the effect of marketing knowledge management on the competitive advantage of the Jordanian commercial banking sector. In order to achieve the objectives of the study and test its hypotheses, the analytical descriptive method was used, and a questionnaire was developed as a tool for primary data collection. These data were statistically processed using SPSS.The study population consists of all of managers at all administrative levels in Jordanian commercial banks, while the sample of the study was 120 respondents in 13 banks accepted to participate in the study and to complete its questionnaire.The results related to the measurement of the impact of marketing knowledge management in terms of (knowledge generation, knowledge storage, knowledge dissemination and application of knowledge) in achieving competitive advantage in Jordanian commercial banks showed a statistically significant impact.The study recommended the need to take care of the Jordanian commercial banks with all the pillars of marketing knowledge represented in information and communication technology, human resources and activate them to achieve the competitive advantage of these banks