الرقابة التسويقية و تأثيرها في تبني المنظمات للتسويق الرشيق : دراسة تحليلية لآراء عينة من العاملين في شركة الموصل للحديد و الصلب

Abstract EN

The current research aims to analyze the level of marketing control function performance according to the criteria which support the lean marketing concept applied in Mosul Iron and Steel Company, which was the field of our research, and to identify the most important challenges which faces achieving that goals.

As marketing control is regarded as one of the basic functions in marketing management field, where its concept has evolved a simple process that reflects a marketing confined to the processes of observation, and follow-up, to the immediate correction, prediction and early detection of deviations.

So, lean marketing has emerged as one of the contemporary methods that enable the organization to achieve their goals by achieving efficiency in marketing operations and focusing on value finding in the final product from the customer point of view.

The research sample is a group of employees of the Mosul Iron and Steel Company in order to conduct the field side, as they are in direct contact with the marketing operations.

The researchers sought to include a number of questions expressing the research problem and the most important are: 1.

Does the researched organization have a clear vision of the concept and types of marketing control to be practiced? 2.

Does the organization realize the benefits that it seeks to benefit from lean marketing? To answer these questions, a hypothetical outline of the research was formulated through which the relationships and influences between the two dimensions of the research were formulated, which resulted in a set of main and sub hypotheses that were tested using a number of statistical methods for the data collected by the questionnaire that distributed to (44) questionnaires.

The research reached a group of The conclusions that were specialized in the field side, the most important of which are: 1.

The existence of a correlation relationship between marketing control and lean marketing in the researched organization.2.

The existence of an influential relationship between marketing control and lean marketing in the researched organization.3.

There is a variation in the effect of marketing control variable on the lean marketing variable in the researched organization.

Depending on the conclusions reached by the theoretical and field research, recommendations were made consistent with these conclusions, as well as proposals for future studies related to the current research variables.