تحليل العلاقة بين التسويق المغناطيسي والتسويق المستنير: دراسة تحليلية لآراء عينة من العاملين في عدد من منظمات الأعمال الصغيرة في مدينة دهوك

الملخص EN

The research variables addressed a number of topics, which are considered among the most important cognitive transformations in literature and contemporary marketing thought to form an intellectual framework expressed in the relationship between magnetic marketing and enlightened marketing, as an important source for building small business organizations in the city of Dohuk.

Magnetic marketing was expressed in dimensions (message, market, and media) and informed marketing was expressed in dimensions (consumer, oriented marketing, innovative marketing, value marketing, Social marketing, mission, based marketing).

The research problem was expressed by a number of intellectual and field questions, most notably the diagnosis of the extent to which small business organizations own the variables and dimensions of the current research and whether they are practiced by them in reality, as well as the special statistical relationships between those variables and dimensions.

The research also aimed to answer these questions to elucidate the intellectual implications of these variables and dimensions as they are one of the marketing topics in the modern administrative and marketing intellectual literature on the environment of small business organizations in the city of Dohuk.

A number of descriptive and inferential statistics tools were used to describe the study sample and its variables, as well as to test the statistical relationships of hypotheses by adopting the (SPSS V.26) program, where the field of research included (8) small business sectors.

That society amounted to (153) individuals distributed on the different administrative levels in those organizations, as the research reached a number of results, the most prominent of which was the presence of a positive correlation between the magnetic marketing variable in the enlightened marketing variable with a coefficient (0.533), and that magnetic marketing explains its percentage (28.4% ) of the change that occurs in informed marketing.