دور التسويق الرشيق في تحقيق الأداء التسويقي المستدام : بحث تحليلي لآراء عينة من العاملين في الشركة العامة لصناعة الاسمدة الجنوبية

Abstract EN

The research aims to diagnose and analyze the reality of the role Lean marketing methodology and its role in achieving sustainable marketing performance.

The problem of research is focused on several fundamental questions, the most prominent of which is how easy Lean marketing contributes to achieving sustainable marketing performance? What is the nature of the relationship between Lean marketing methodology and sustainable marketing performance? And developed these questions based on the results of a preliminary survey prepared for this purpose.

A sample of (292) members was elected from the senior, middle and executive management levels and had long experience and practice in the field of work because the research variables are of a strategic nature and not implementation.

Data were subjected to descriptive and indicative statistical analysis using the (SPSS) program.

The study reached several conclusions, the most prominent of which is that there is a strong, positive and meaningful relationship of influence and correlation between the dimensions of Lean marketing and Sustainable marketing performance.

The main recommendations of the research are to strengthen the direction of the company under study towards preparing the requirements of adopting the Lean marketing methodology in its marketing operations and to activate the role of the Lean marketing methodology in the company in question, which contributes to achieving Sustainable marketing performance.