التوجه السوقي متغيرا وسيطا في العلاقة بين التسويق الشامل و الميزة التنافسية : دراسة تحليلية لآراء عينة من المدبرين بعض المصارف التجارية بالعراق

الملخص EN

This study is intended to determine the role of the holistic marketing with its factors, (integrate marketing, internal marketing, marketing in relation and performance marketing) which is an independent variable in achieving the competitive advantage with its dimensions (cost, quality, flexibility, delivery and technology) which depends on the market orientation with its dimensions (customer orientation, competitive orientation and coordination of tasks).

It is worth relying on appropriate marketing strategies that consider the intensity of the current and potential competition in banking sector.

This is supported by the encouragement of the government of establishing private and international banks.

The study also aims to satisfy the needs and tastes of customers by offering distinct competitive characteristic of the bank.

Thus, the study matter has been embodied in a question as to does holistic marketing in its dimensions have a role in achieving the competitive advantage its dimensions with the existence of market orientation as a mean factor? To examine the credibility of those propositions, data related to the study sample variables has been gathered according to a questionnaire, personal interviews.

Field observation on banks.

The study sample was conducted on a group of bank managers and bankers, and bosses.

The study sample was given to (163) individuals in (16) bank in order to achieve measurement tool's data precision, finding analysis credibility.

In addition the study reached findings that rejected the basic and secondary propositions and chose the alternative proposition for the existent propositions.

It brought in some practical and theoretical inferences among which is the conclusion- that holistic marketing with its factors contribute to support the ability of banks to challenge the dramatic changes and thereafter stabilizing their competitive situation through achievement of the competitive advantage.

There is also the existence of strong influential relationships of each of the inclusive marketing factors and the competitive advantage of the market orientation.