دور التسويق الشمولي في تعزيز بصيرة الزبون من خلال الصورة الذهنية للمنظمة : دراسة تحليلية استطلاعية لآراء عينة من قادة و تابعين في شركة كالة لتجارة المنتجات الغذائية في كربلاء

Abstract EN

The purpose of the current research is to test the mediating role For the mental image of the organization in the relationship between Holistic marketing and enhancing customer insight, To achieve this goal, The researcher used the descriptive analytical method by relying on the questionnaire, which measures the availability of research variables.

The research plan was built according to the intermediate model and the seven main hypotheses of the research, through which the data were subjected to several statistical analyzes using a program Spss, Amos, The research sample was intended (110) An individual of leaders and followers of the Kala Food Products Trading Company in Karbala, After conducting statistical analyzes, the researcher reached many results, most notably There is An indirect effect between holistic marketing and customer insight through the organization's mental image In addition to the availability of search variables in the place of application in the Kala Food Products Trading Company in Karbala, The research recommends a simultaneous focus on taking advantage of the comprehensive marketing foundations and their benefits as a result of anticipating the exploitation of unconscious opportunities from competitors, which will gain them the advantage of the Precedence in its business sector, as well as the adoption of the rectifiers of mental image, as they significantly affect in enhance customer insight of the company the research sample.