تأثير الخفة التسويقية في تقليل الخطر التسويقي بواسطة الوعي المعلوماتي : دراسة تحليلية لآراء عينة من العاملين في المكاتب العلمية و المذاخر العاملة في مدينة الموصل

Abstract EN

Studies have confirmed that marketing agility is one of the most important factors that enable organizations to adapt to the environment and its variables, and enable the organization to make its marketing decisions quickly and implement them with high flexibility.

These decisions are supported by an informational Literacy of everything that can affect the organization, and avoid or reduce the marketing risk To the maximum extent possible, the study aims to diagnose the nature of the relationship and the effect between marketing agility and marketing risk, with the presence of the mediating role that information Literacy can play in strengthening the relationship and its effects.

And to verify the nature of the relationship and the effect between the main variables of the study and its sub-dimensions, the scientific bureau and drug store were were selected as a field for the study.

and their employees were selected as a sample for the study, which numbered (311) respondents.

and to collect the required data and information, the questionnaire was designed as a main tool in collecting the data, which were covered through (66) phrases included in the questionnaire based on a group of scientific sources.

(Structural Equation Modeling) SEM, and the results proved the existence of relationships between the investigated variables.

It leads to a set of conclusions, the most important of which are: the moral impact of marketing agility in information Literacy and the moral effect of information Literacy in reducing marketing risk, in addition, information Literacy was a complete mediator in the relationship between marketing agility and reducing marketing risk, and the proposals were the most important: the need to pay attention to marketing agility.

By scientific offices and stores to reduce the marketing risk to its lowest levels, through Literacy of the information environment and learning from the experience of information