اليقظة الاستراتيجية و دورها في تحقيق التميز التسويقي للمنظمة : دراسة استطلاعية لآراء عينة من العاملين في معمل سمنت الكوفة الجديد

Abstract EN

The research deals with strategic vigilance as an independent variable through its dimensions (technological vigilance, competitive vigilance, business vigilance and environmental alertness), and marketing excellence as a dependent variable through its dimensions (mutual benefit between the seller and the customer, innovative communication services, competitor analysis and market leadership capabilities).

The goal was to determine the role and impact of strategic vigilance and its distance in marketing excellence.

The research was carried out in the new Kufa Cement in Najaf city.

The esearch community reached (6 0 1 ) employees.

3 1 3 questionnaires were distributed and questionnaires were returned.

invalid questionnaires were excluded.

There are ( ) .

The research included two hypotheses to test correlation and impact relationship.

The AMOS v20 & SPSS.V.2 0 program was used for data analysis.

The research concluded that all hypotheses were accepted and concluded that the research lab was interested in marketing excellence.