واقع تبني أبعاد التوجه بالريادة التسويقية في المنظمات الخدمية : دراسة تحليلية لآراء عينة من مديري مصارف القطاع الخاص في مدينة أربيل

الملخص EN

This research deals with identifying the reality of marketing leadership in service organizations.

The sample of the study is the private banks in Erbil.

The study has relied on the opinions of (77) individuals from managers, deputies, head of departments and people.

The research problem is that the management of the organizations of the study lack knowledge and required expertise that play role in achieving marketing leadership so as to stay as leaders in achieving organizational objectives.

The research sought to achieve a set of goals, most importantly: studying the reality of service marketing in the banks of the study to identify the relevant strategies or policies that sustain performance, and the extent these relevant strategies or policies contribute in the promotion of marketing leadership.

The research relied on analytical descriptive method.

The researcher used questionnaire as a key practical tool for collecting information and data, as well as personal interviews, researches and studies that are related to the subject of the study.

The research reached a set of conclusions and recommendations that can be useful for researchers and the relevant entities in the field of study.