مدخل لتحسين الأداء التسويفي من خلال تفعيل استراتيجيات التسويق الريادية : دراسة تطبيقية على شركات مدينة غزة الصناعية (بيديكو)‎

الملخص EN

The research aims to identify how to improve marketing performance by activating leadership marketing strategies in Gaza city industrial companies (PEDICO).

.

they were applied to a number of individuals working in the mentioned institutions, estimated at 190 (managers, marketers) in mentioned companies.

the comprehensive survey method was used.

the questionnaire was the main tool in data collection.

the most important results of the study showed that the degree of availability of leadership dimensions of entrepreneurial marketing with a relative weight of (71.70), which is a high percentage, and that the degree of improving marketing performance, came with a relative weight of (64.8), which is a high degree.

the results also showed the existence of a correlation relationship between activating the pioneering marketing strategies and improving the marketing performance in the industrial establishments in the Gaza strip, where the level of the relationship reached (0.

661).

based on testing the research hypotheses, the research concluded (there is a correlation between the dimensions of entrepreneurial marketing and improving marketing performance), and the researcher recommended the need for the management of industrial establishments affiliated with the industrial zone (PEDIK) to pay attention to the modern trends of marketing through the orientation towards marketing leadership as it is an important element of the elements the main success of the company by improving marketing performance.