تحليل الثقافة التنظيمية و دوره في إعداد الخطة التسويقية بالمنظمة

Abstract EN

This study aims to shed light on the concepts related to both organizational culture and marketing plan, in addition to knowing the role and contribution of organizational culture in its various dimensions in preparing marketing plans.

By presenting the various concepts and information related to the study variables and analyzing their content, we concluded that the organizational culture is one of the most important requirements and elements that support the preparation of the strategic marketing plan from which the marketing plan emanate.

Therefore, organizational culture thanks to its components and dimensions contributes to influence the preparation of marketing plan in the organization.