أثر التسويق الشمولي في البراعة التسويقية : دراسة تطبيقية في عينة من المصارف التجارية الخاصة في بغداد و النجف الأشرف

الملخص EN

The research focused on holistic marketing as an independent variable through its exclusion (internal marketing, marketing performance, marketing of relationships and integrated marketing), and marketing proficiency as a dependent variable through its dimensions (exploring opportunities, exploiting opportunities and marketing flexibility).

And a goal to determine the role and impact of holistic marketing and its dimensions in marketing dexterity.

The study was carried out in a sample of Iraqi banks in the governorates of Baghdad and Najaf.

The study population reached (2349) workers according to the data of the Iraqi market for securities.

A total of 434 questionnaires were distributed and 30 invalid questionnaires were excluded.

323 questionnaires were actually used for statistical analysis.

The percentage of sample representation from the community (14%) was targeted researcher to achieve five respondents per paragraph.

The research included two hypotheses to test correlation and impact relationship.

The SPSS.V.20 was adopted to analyze the results.

The research concluded that all hypotheses were accepted.

The research concluded that there was a clearness in the banks surveyed towards the total marketing dimensions and recommended the need to adopt customer oriented marketing practices through the actual use of the total marketing dimension to achieve the necessary marketing skill.