دور استراتيجيات التسويق المستدام في إعادة هندسة العمليات الإدارية دراسة ميدانية في شركة كورك للاتصالات

الملخص EN

The current research aims at clarifying the role of sustainable marketing strategies in the reengineering of administrative processes.

Given the importance of these two dimensions, which are the mainstay of any productive organization in order to provide services that satisfy and satisfy customer needs, as an explanatory variable represented by (innovative marketing, message marketing, customer-oriented marketing, customer value marketing, social marketing), and re-engineering of administrative processes as a responsive variable.

The research problem addressed how administrative processes can be reengineered through the use of sustainable marketing strategies.

The scientific importance of research is highlighted through the scientific enrichment that it may add and by pointing out the concept of sustainable marketing strategies and identifying them according to the opinions of a group of researchers as well as defining the concept of reengineering administrative processes.

The aim of the research is to identify the reality of sustainable marketing strategies and the actual re-engineering of the administrative processes in the researched company.

The research was reinforced with a set of hypotheses, the most important of which is a significant correlation between sustainable marketing strategies and the re-engineering of administrative processes at the macro level and at the sub-dimensional level.

Cork Telecom employees were selected as the study community, and a random sample of employees was selected as a study sample.

The researcher adopted the questionnaire after confirming its validity and reliability as the main tool for collecting field side data.

The initial data were analyzed using statistical package for social science applications (SPSS) and the following statistical methods were used (arithmetic mean, standard deviation, weighted mean, simple and multiple correlation coefficient and simple and multiple regression).

The researcher has reached a number of conclusions, the most important of which is that the social marketing dimension needs to be enhanced by the necessity of taking into account the interests of the subscriber in Cork Telecom.

The conclusions were reinforced by a set of recommendations, the most important of which was that the company should enhance the social marketing dimension, especially with respect to the interests of the subscriber, in order to enhance its competitive position in the market compared to its competitors.