التسويق الابتكاري واثر في تعزيز الصورة الذهنية: بحث استطلاعية في المكاتب التابعة لشركة الخطو ط الجوية العراقية في بغداد

الملخص EN

The research aims to demonstrate the importance of innovative marketing and its role inenhancing the positive image in the minds and thoughts of customers about the services ofthe offices of the Iraqi Airways, which suffer from competitive conflicts and acceieratedenvironmental changes it requires to improve their performance and adoption of modernmarketing methods to satisfy the needs and desires and aspirations of customers And to forma positive image of the company in their minds, and we also notice that there is a lack ofunderstanding of the meaning of innovative marketing and what dimensions and throughwhich the offices surveyed to serve its customers better and has identified the problem ofresearch in several questions focused on the variables research and to answer these questionsa schema was built to determines the nature of the relationship and influence betweeninnovative marketing as an independent variable and the mental image as a variable certified, two main hypotheses were formulate and six sub-hypotheses were derived from them.

Allthe offices of the Iraqi Airways Company operating in Baghdad were selected as the field forconducting the research, which are seven offices.

In order to test the validity of the researchhypotheses, the questionnaire was used to collect data related to the variables of the researchplan.

(50) forms were distributed (44) had retrieved was validated by the managers andemployees of the company's offices.

They were supported by personal interviews and.

Theywere analyzed using a set of statistical methods.

The results were extracted using thecomputer software (spss-25).

The study concluded that the management of the offices ofIraqi Airways is keen to use modern equipment and equipment to provide the best possibleservices to existing customers and customers can be gained in the future The most importantrecommendations, the attention of the management of the offices of the company to trainemployees and qualify them to deal with devices And modern equipment as required by thedomestic and international air transport service industry.