دور بعض أبعاد الاتصالات التسويقية المتكاملة في تعزيز الميزة التنافسية المستدامة : دراسة استطلاعية لآراء عينة من المسؤولين في المصارف الأهلية في مدينة دهوك

Abstract EN

This study aimed to identify the extent of the impact of some of the dimensions of integrated marketing communications used in the private banks on a sustainable competitive advantage achieved by these banks , have been using descriptive analytical method to test the study hypothesis , data were collected through a questionnaire designed for this purpose , where were distributed 25 questionnaire on the study population by 92% recovery .The study concluded that there is a statistically relationship 0.05 between the integrated marketing communications and competitive advantage sustainable , and there is a significant effect of the dimensions of the independent variables (Integrated Marketing Communications ) of advertising and personal selling , and sales promotion , in the approved variable (sustainable competitive advantage ), the study recommended that the banks intensify its communication with customers through increased communication process by the dimensions of integrated marketing communications to maintain a sustainable competitive advantage in the markets that compete with banks .