دور الهندسة التسويقية في تحقيق النجاح التنافسي للمنظمة: دراسة تطبيقية في مستشفى الكفيل الأهلي في محافظة كربلاء المقدسة

الملخص EN

The research dealt with marketing engineering through its dimensions (technology-based operations, benchmarking, data-based decision-making, and market-orientation analysis) as an independent variable, and competitive success through its dimensions (top management quality, product quality, organizational culture strength, knowledge application, and use).

optimization of resources and marketing experience) as a dependent variable, and the research aimed to determine the correlation and influence relationships between its main and sub-variables.

the information, the questionnaire was directed to the company’s workers, so the research community reached (168) workers, while the research sample amounted to 122 workers, and the research used a set of statistical tools for the purpose of data processing and testing its hypotheses, and the statistical results were extracted by means of the (SMART PLS) program.

(SPSS, ver.

20), and it reached the clarity of all its main and sub-variables in the researched sample, and concluded in this way, the organization needs to adopt lead sustainable marketing programs that influence competitive success to help organizations retain customers for longer and help improve and develop new products to meet the challenges and temptations presented by competitors.

compatibility with the customer's needs, desires and culture, which reach the customer easily as a result of Iraq's openness to competitors' products that reach the Iraqi market easily and clearly.