Innovative marketing and its impact on knowledge management among Iraqi university library employees

Abstract

The research aims to identify the impact of innovative marketing on knowledge management among employees in university libraries. The descriptive analytical statistical approach was used. The study produced several results, as the reality of applying innovative marketing and knowledge management in university libraries was to a moderate degree according to the opinion of its employees, and there is also a statistically significant effect of marketing. Innovative knowledge management among university library employees, and there are statistically significant differences between the average scores of the sample members on the innovative marketing axis according to the academic qualification variable, in favor of a master’s degree and a doctorate, and according to years of service in favor of more than (10) years. There are also statistically significant differences between the average scores of the sample. On the knowledge management axis according to the academic qualification variable, in favor of (Master’s and Doctorate). Depending on the variable