The Role of Marketing Knowledge Management in Encouraging Small Entrepreneurial Enterprises in (Exploratory Study in the City of Amman). Jordan

Abstract

The research aims to study the correlation and impact between marketing knowledge management six its elements (the diagnosis and the acquisition and generation and storage and the development, distribution and application of marketing knowledge, small and medium-sized entrepreneurial ventures, as the problem represented the extent of the impact of marketing knowledge management in the promotion of small and medium entrepreneurship, it has been used questionnaire form as a tool to collect data, have been distributed (100) form the pioneering entrepreneurs, who were randomly selected , as represented hypothesis main research the existence of correlation and impact morale among marketing knowledge management and the promotion of entrepreneurship in the projects under discussion, as the data using a program analysis ( SPSS) were used a number of statistical methods to validate the hypotheses, including the correlation coefficient (Pearson) as well as regression analysis, The results are identical to the research hypotheses, as showing a correlation relationships and the impact of significant statistical significance for all marketing knowledge management axes and variable small and medium entrepreneurship the study found a number of findings and recommendations, which will hopefully benefit the stakeholders in this area.

Keywords: Knowledge management, marketing knowledge management, entrepreneurship, Amman.