Abstract
The current study focused on knowledge quality as an independent variable with its dimensions (essential knowledge quality, contextual knowledge quality, and applied knowledge quality) and its impact on marketing excellence as a dependent variable consisting of four dimensions (service quality, customer retention, distinctive capabilities, and marketing innovation) to determine the relationship and influence between the two variables. The study was tested as an analytical study of the opinions of employees in private universities and colleges in central and southern Iraq. The sample size was (258). The study relied on the descriptive analytical approach. The researchers aimed to survey the opinions of five respondents for each paragraph. The research included correlation hypotheses, and the statistical program (spss, Amos.v. 29) was adopted to analyze the results, and the study concluded that all hypotheses were accepted. The study reached a set of theoretical and applied conclusions, including that the knowledge quality variable helps raise the level of marketing excellence among private universities in the study community through (essential knowledge quality, contextual knowledge quality, and applicable knowledge quality) to achieve marketing excellence in an environment characterized by change and
instability.
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