تشخيص استراتيجيات التسويق العقاري باعتماد مصفوفة Ansoff : دراسة تحليلية لآراء عينة من موظفي الشركات العقارية في إقليم كردستان-العراق

Abstract EN

The study aimed at introducing the concept of real estate marketing and its knowledge frameworks, discussing its historical development stages, diagnosing real estate marketing strategies adopted by the companies of sample.

The study's problem was represented by a set of questions regarding the degree of awareness and understanding of real estate marketing in the investigated field.

In addition to questions about the marketing strategies adopted by the companies of sample, the chosen field of study included a group of (10) real estate companies in Erbil and Dohuk.

It was chosen a small random sample of a number of employees of the real estate companies researched.

The descriptive (analytical) approach was adopted in the study by relying on a set of tools to collect data for real estate companies including semi-rated interviews with the managers of the real estate companies researched.

A questionnaire form as a basic tool for collecting primary data.

The total number of questionnaire forms distributed to the employees in these companies reached (103) forms.

The study reached a set of conclusions that were represented by a lack of awareness among employees of the researched companies towards the concept of real estate marketing, and the ence of a clear diagnosis of real estate marketing strategies.

While the study concluded with a set of proposals, the most important of which was to spread awareness among its employees about the concept of the study and to show greater interest in real estate marketing strategies and focus on all strategies, not part of them, depending the nature of the company and the market.