أنموذج الجيل الثالث للتسويق و دوره في تحقيق الميزة التنافسية المستدامة : دراسة تحليلية لآراء عينة من الزبائن ضمن وسائل التواصل الاجتماعي

Abstract EN

Present study focuses on the role of the strategic marketing model in achieving the sustainable competitive advantage of the organizations.

Random sampling is used in this study.

(500) questionnaires were randomly distributed and (405) questionnaires were collected among which (389) acceptable questionnaires were selected for analysis.

We have two variables independent variable (Marketing 3i) and its dimensions (brand integrity, brand image, brand identity) and dependent variable of (sustainable competitive advantage),Data was analyzed applying (SPSS V.23)(,( Amos.V.18)software ,The result indicates strategic model (Marketing 3i) has a positive effect on firm’s sustainable competitive advantage.

One of the study's major recommendations is that organizations need to apply strategic model (Marketing 3i) to achieve sustainability in its competitive advantage.