التسويق الرشيق و دوره في تعزيز الكفاءة التسويقية للمصرف : دراسة استطلاعية تحليلية لآراء عينه من القيادات الإدارية في المصارف الخاصة محافظة كربلاء المقدسة

الملخص EN

This research aims to determine the effect of the Lean marketing system on the marketing efficiency in some Iraqi private banks, as the research attempted to provide a theoretical framework for the most important topics presented by the authors and researchers on research variables as well as an analytical practical framework for the views of a selected sample within the research community that included administrative leaders in Private banks (managers Banks and their assistants, department directors and their assistants, Division managers and their assistants) The sample size reached (100) persons and represented the independent variable of Lean marketing in its six dimensions (reducing excessive marketing operations, reducing waiting time, reducing excessive processing, reducing unnecessary movements, reducing pain Marketing defective outputs, stimulating untapped talents and creativity of employees) The adopted variable is marketing efficiency in its four dimensions (marketing costs, price efficiency, promotional efficiency, customer satisfaction).

The research reached a set of conclusions, the most important of which (the main and subsidiary hypotheses related to the research were validated by the existence of a correlation and impact between the variables of the research).

Key words: Lean Marketing, Marketing Efficiency.