دور نظم المعلومات التسويقية في فاعلية اختيار الاستراتيجيات التسويقية : دراسة تحليلية لآراء مديري عينة من مصارف القطاع الخاص في مدينة أربيل

Abstract EN

The aim of this research is to analyze the role of marketing information systems in actively marketing strategies selecting.

The methodology adopted by the research is to identify the research’s problem, by examining several questions, concentrated on the nature of the relationship and impact of independent variables and dependent variable that represents marketing strategies, and a conceptual a scheme designed for the research, then produced three main hypotheses, to make sure that the hypotheses are accepted or may not, they subjected to several statistical tests.

The research monitored the analytical descriptive method, as described the research variables and dimensions as well as the research population, commercial banks in Erbil city.

Which is represented in (24) banks and after distributing (70) questionnaire form on the responders, (64) valid form was obtained for analysis, and it had been examined the relationship and impact by applying the statistical techniques through SPSS.

Findings, the research stretch to several conclusions, most notably the presence of good levels of marketing information systems and its components, as well the existence of marketing strategies in the surveyed commercial banks in Erbil, the research also found an relationship and impact between the independent variable and the dependent variable on the aggregate and partial levels.

The researcher recommended that it is necessary to retain good levels of marketing information systems, besides employ and increase investing it in actively marketing strategies selecting.