التدقيق التسويقي و دوره في الحد من الأزمات التسويقية : دراسة تطبيقية في الشركة العامة للسمنت الشمالية في محافظة نينوى

الملخص EN

This study sought to demonstrate the impact of marketing audit in reducing the marketing crises that organizations, whether industrial or service ones, may be exposed to at any time and under any circumstance, given that organizations exist in a constantly changing environment, which calls for taking precautions for every change that may cause She has a state of stress or weakness For that, the study was selected based on the researcher's readings and the supervisor's guidance, and after an exploratory study to the organization in question and knowledge of some of the determinants of work related to marketing audit in terms of the company's marketing environment and its approved marketing strategy, its organizations and marketing systems in dealing with and responding to its marketing crises, (149) were approved A questionnaire was distributed to obtain information, and a statistical analysis was used with a set of tools and statistical methods using the (SPSS.V.23) program to obtain the results.

The current study reached several conclusions, the most prominent of which were : • It shows the awareness of the researched organization of the variables of the study marketing audit to deal with the marketing crisis with the highest level of performance efficiency.