مجید اسماعیل پور

Competition in the today’s market and survival in this turbulent scene need proper orientations of companies and organizations. Companies and particularly innovative companies must produce products appropriate to conditions through knowledge and information that they obtain from customers, markets, and competitors so that their survival in the competition scene to be guaranteed. Therefore, for managers and marketing experts of each company, knowing and understanding the customer knowledge management and market knowledge management and the way of using them are essential in development and formulation of marketing programs. Therefore, the aim of this study was to explore and achieve deep understanding of the role and importance of the customer knowledge management and market knowledge management in the formulation of marketing program of companies. This research is qualitative in terms of the nature of the data. By juxtaposing findings of various studies and combining them, we conducted a descriptive research. The results of theoretical and experimental review of research subject show that customer knowledge and market knowledge can be used in development and formulating the marketing programs of the companies. They also help for marketing experts of the companies develop better marketing programs.