مدى إسهام أبعاد الذكاء التسويقي في إدارة الأزمات التسويقية : دراسة تطبيقية في الشركة العالمية للبطاقة الذكية في مدينة الموصل

الملخص EN

This research aims to determine the extent of the contribution of marketing intelligence dimensions in the management of marketing crises for organizations to achieve communication and success.

It is known today that all organizations strive to achieve the satisfaction of their customers, and to achieve this satisfaction requires organizations to follow a set of strategies, methods and marketing procedures that would.

The International Smart Card Company in Mosul was selected as a study community.

The researchers adopted the questionnaire form after verifying 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, multiple correlation coefficient and simple and multiple regression).

The research was reinforced by a set of hypotheses that were tested through a series of statistical analyzes that reflected the reality of those hypotheses positively or negatively to reach the result that supports the main hypotheses of the research.

The researchers reached a number of conclusions, the most important of which is the existence of a positive correlation between the dimensions of marketing intelligence combined and individually and the management of marketing crises.