Structuring relations among Marketing Learning Orientation, Knowledge Management, Marketing Data Mining and Knowledge-Based Marketing

Purpose: The main purpose of this study is to build a model for structural relations of Knowledge-Based Marketing concept with regard to the Marketing LearningOrientation within corporate business and mediating role of Knowledge Management & Marketing Data Mining. Therefore, Pegah Company Limited in diary industry has beenselected as studied case and data collection. Methodology: According to the methodology, the study is a descriptive- surveyresearch and based on exploratory survey methods. The required data has been collected through questionnaires based on factor analysis. In scale development, the literature andmodels of various studies has been considered, and then questions and factors has been set, validated, verified and distributed. Validity of considered factors has been approved by the experts and constructs validity as well as factor analysis and KMO indicator.Reliability is also measures and approved by Cronbach alpha. Results: By using statistical software, the proposed model has been approved by thefindings of research. This means that the variables have been good explanatory Marketing Learning Orientation, Knowledge-Based Marketing, KnowledgeManagement & Marketing Data Mining and hypothesized relationships in the model have been significantly confirmed. Other results represent the rating dimensions,proposed indicators, and fitness of the model in the studied case.Originality: A lot of researches about the Knowledge Management, Data Mining &Marketing Management are conducted by different researchers, but handful ofresearches has been conducted in the field of Knowledge Management and Learning Thinking as a subdirectory of the Marketing Philosophy. This is one of the reasons that it is important for researchers to address this issue.

کلیدواژه ها:

Marketing Learning Orientation ، Knowledge Management ، Marketing Data Mining and Knowledge-Based Marketing