أثر التسويق الشمولي في الأداء العام للشركات العاملة في القطاع الخاص : مسح أولي لحالة العراق

Abstract EN

The study aimed to know the impact of holistic marketing on performance of a number of private sector companies operating in Iraq.

The independent variable was holistic marketing while its dimensions was (relationships marketing, integrated marketing, internal marketing, performance marketing) and the dependent variable was the overall performance of the above-mentioned companies.

The sample of the study consisted of a random number of the companies.

In addition, the sampling unit consisted of (52) participations of those working in the higher and middle departments within the above-mentioned companies.

The study used a descriptive analytical method to deal with and analyze data, through the SPSS v22.

The study used a number of statistical methods, most notably the multiple regression test and the contrast test.

The study found a number of results, including the important impact of holistic marketing in improving the overall performance of companies operating within the private sector in Iraq, and the study showed the recent turnout of private projects in the Iraqi business environment.

The study also made a number of recommendations, including the importance of maintaining the level achieved by the adoption of holistic marketing, and further improving the overall performance of surveyed companies.

Key words: Holistic Marketing, Relationship Marketing, Integrated Marketing, Internal Marketing, Overall performance.