تحليل العلاقة بين القدرات التسويقية و الذكاء التسويقي و تأثيرهما في إدارة الأزمات التسويقية : دراسة حالة في شركة كورك للاتصالات في العراق

Abstract EN

This study aims to analyze the relationship between marketing capacities and marketing intelligence and their impacts on managing marketing crisis at the study sample, starting with the study framework takes into account the nature of the correlation between the study's dimensions and variables of marketing capabilities (marketing research, service development, marketing management, marketing planning) and marketing intelligence (understanding customers, understanding the market, intelligent product, smarter competitors, intelligent processors) as well as managing marketing crises that includes (service planning crisis, pricing crisis, promotional crisis, distributive crisis).

Directed by the built model, several main hypotheses and drives from them sub hypotheses rises, to test hypotheses of study researchers relying on a set of statistical methods.

Study found some important conclusions which proves hypotheses and based on the outcomes a set of recommendations that focus on the dimensions of marketing capabilities and intelligence marketing managing marketing crisis has been presented.