دور التسويق الشمولي في تحقيق القيمة المستدامة للزبون : بحث تحليلي لآراء عينة من القيادات الإدارية لفروع مصرف الرافدين في بابل

الملخص EN

The subject of holistic marketing is one of the most recent topics in the field of marketing management, but it is less covered in the literature specialized in administrative sciences, so most organizations need to adopt this concept as it achieves a competitive advantage as well as expresses its interest in its social and moral responsibilities towards its customers, As production organizations compete for the front and struggle in it for survival, growth and continuity.

The banking industry in developing countries, including Iraq, is entering into a wide chaotic spiral, and it needs to formulate and develop a systematic business model, which enables it to keep pace with the complexities and chaos of the environment, Therefore, the current study came and was divided into four parts.

The first part dealt with the methodology of the study by clarifying each of (the study problem, the importance and objectives of the study, the formulation of the hypothesis and the research scheme, as well as the methods used in collecting information and The second part touched on the theoretical framework of the study through A review of the concept of holistic marketing and its importance and dimensions.

The concept of sustainable value for the customer and the role that holistic marketing plays in achieving that value.

The third part was the presentation and data analysis of the study variables, and statistical and mathematical methods were used, and finally the fourth part explained the conclusions and recommendations reached by the researcher.

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