The Role of Knowledge Management on Marketing Intelligence of Employees of an Organization(Case Study: Insurance Companies of Mazandaran Province)

ABSTRACT: The importance of knowledge as an important and valuable property for contemporary organizations has generated the situations in which, the method to obtain, develop, govern and promote knowledge suitably is changed to one of the main responsibilities and challenges of all organizations. Using marketing intelligence is one of the new tools to help organizations reaching an appropriate situation in agitated environment in these days. The total goal of this study is the role of knowledge management on marketing intelligence of employees in an organization (case study: Insurance Companies of Mazandaran Province). The study enjoys a descriptive survey methodology and statistical sample of study includes all managers and employees of insurance companies in Mazandaran province, meanwhile, the sample size of study includes 278 people in 2012. Two field study and desk study methods are used to collect data and various books, journals, theses and valid scientific websites are referred.Aresearcher-made questionnaire with 32 questions according to Likert spectrum grading 1 to 5 is the tool to collect required data. Multiple choices from too low, low, average, high and too high with numeral value of 1 to 5 were used in the questionnaire. Validity of questionnaire was calculated by guidance and advisor professors and other related experts, and its reliability was calculated by means of Cronbach’s Alpha index. The results of study suggest that parameters of knowledge management are effective on marketing intelligence.