التسويق الشمولي و أثره في التفوق المنظمي : بحث تطبيقي في الشركة العامة لصناعة الزيوت النباتية

الملخص EN

The business environment is witnessing rapid changes, and these risky changes havegenerated great pressure on businesses, led to the adoption of new trends and strategiesbeyond the traditional orientation of all sections of the organization, and from this pointstemmed from the reasons for choosing the subject of comprehensive marketing and itssignificant impact in achieving organizational excellence.

The research problem was a set of questions about the nature of the relationship and theimpact between the independent variable (total marketing) and the dependent variable(organizational excellence), the research aims to identify the reality of the application ofcomprehensive marketing programs in industrial companies, especially the GeneralCompany for the manufacture of vegetable oil through some indicators, has been conductedThe research on a sample (intentional) included (30 managers from the General Companyfor Vegetable Oil Industry in Baghdad province, the questionnaire was the main tool in thecollection of data and information, and for the purpose of data processing used manystatistical methods, most notably (arithmetic mean, the deviation Normative, Pearsoncorrelation coefficient, simple regression coefficient, and multiple regression coefficient),