إمكانية تعزيز الكفاءة التسويقية في ضوء التحالفات التسويقية : دراسة استطلاعية لآراء عينة من العاملين في المصرف الأهلي العراقي

الملخص EN

Alliances marketing helps business organizations, especially in the banking sector to enter new markets and seize market opportunities in them, as well as the alliances marketing working on the consolidation of resources for banks allied which works to enhance the efficiency of marketing, so the current research aims to identify the possibility of enhancing efficiency marketing light alliances marketing and to achieve the research objectives and then choose National Bank of Iraq in the city of Mosul, a society for research, and for the implementation of this research was designed questionnaire, which consisted of (18) barometer to measure the dimensions search, of which (9) standards for after alliances, marketing, and (9) standards for after efficient marketing, and distributed (40) questionnaire on employees respondents and Goals of staff in various disciplines, and research found some conclusions the most important results of the analysis of the existence of a correlation between alliances and marketing efficiency and marketing on the basis of then put a set of proposals the most important should the bank respondent to expand marketing alliances range from local to regional and global levels, and this helps him greatly to increase its market share of the customers and thus a better competitive position