استراتيجية الاتصالات التسويقية و تأثيرها في رضا الزبون : دراسة استطلاعية في دار الكتب و الوثائق العراقية

الملخص EN

The study aims to test the extent impact of marketing communications elements (Advertising, Personal selling, Sales promotion, Public relations, Publishing and Direct marketing) in winning customer satisfaction, and through which access to know the impact of marketing communication strategy to win customer satisfaction.

The importance of the study is the importance of the role played by marketing communication in achieving the objectives of the organization in question (Iraqi National Library and Archives) in the completion of its work efficiently and gain the satisfaction of its customers.

The data were collected through using a questionnaire that was distributed to a sample of 40 respondents, and also set of statistical methods was used to determine the level of importance of the variables of the study, as well as to test the extent impact of the independent variable in the dependent variable through the use of statistical program (SPSS25), and all results were identical to the study's hypotheses.

The researcher reached a set of conclusions, among which was the ence of a clear marketing communication strategy adopted by the organization in question, the researcher also reached a set of recommendations, the most important of which was that the organization in question adopts the push strategy to promote its services.