Examining and explaining the role of knowledge management on improving sales of pharmaceutical products through mediation Experiential marketing (case study: pharmaceutical manufacturing company)

Subject Areas : marketing

Hossin khorshidvand ¹ , Mansour Torkiantabar ² , farzad asayesh ³

1 - Master's student in Marketing Management, Shahr Quds Branch, Islamic Azad University, Tehran, Iran
2 - Mansour Torkiantabar Department of Management, Shahr Quds Branch, Islamic Azad University, Shahr Quds, Iran
3 - Business Management,, shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

Received: 2022-12-25 Accepted : 2023-03-08 Published : 2023-02-20

Keywords: knowledge, Management, Marketing, sales, Drug production,

Abstract :

The purpose of the current research is to explain the role of knowledge management on improving the sale of pharmaceutical products or mediating experiential marketing in a pharmaceutical company. The research method is descriptive-survey. The statistical population of the research includes 400 employees of the toliddaru Company, of which 196 were selected as a sample based on Cochran's formula. A simple random method was used to select the samples. To collect quantitative data, three Lawsen knowledge management questionnaires, Ray and Tang sales performance questionnaires, and experimental marketing researcher questionnaires were used. The reliability coefficient of each questionnaire based on Cronbach's alpha coefficient is 0.822, 0.987 and 0.938 respectively. In this research, inferential statistics methods such as the Kolmogronov-Smirinov test to measure the normality of the data distribution and the simple linear regression test to test the hypotheses were used in the environment of SPSS26 statistical software and pls statistical software. The findings showed that from the perspective of the employees of the toliddaru Company, knowledge management is effective in improving the sales of products through the mediation of experiential marketing. The findings also showed that each of the components of knowledge management (knowledge creation, knowledge absorption, knowledge organization, knowledge storage, dissemination of knowledge and application of knowledge) with the mediating role of experiential marketing is effective in improving the sales of the company's products.