استخدام اليات تطبيق القابليات الديناميكية التسويقية لتحسين الاداء التسويقي : دراسة حالة في شركة الطيف للتحويل المالي == Using Mechanisms of Marketing Dynamic Capabilities to Improve Marketing Performance (Case Study in Al TAIF Company for Money Transfer
Author name:
راوند نبیل مصطفى
Supervisor name:
سعدون حمود جثير الربيعاوي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University of Baghdad - Faculty Of Administration And Economics
Language:
Arabic
University location:
Baghdad
First pages:
07T4579 - p.pdf
Abstract:
For the purpose of facing changes in the desires of customers and technical changes and the competitive business environment changes, Organizations are applying Dynamic Marketing capabilities through sensing opportunities in changing markets and then seizing marketing opportunities and then re - formation and development marketing capabilities by using mechanisms such as speed , timing and frequency of application.The study sought to show the importance of Using mechanisms of marketing dynamic capabilities to improve organizations marketing performance in one of the Iraqi business sectors and financial sector has been chose, specifically financial transfer through an analytical on field study in AL TAIF for money Transfer Company.Data was collected for check list by conducting personal interviews and on field visits in the company's headquarters and its branches and had viewed the complaints of customers and see the internal and external work environment which effect on the application of the mechanics marketing dynamic capabilities.The study found that the company through the mechanics of speed, timing and frequency have been applied marketing dynamic capabilities through two projects the first is the direct financial transfer system and the second is customers Queue Management in all branches of the company And based on performance metrics " winning new customers to increase market share , customer satisfaction and mental image perceived" the marketing performance of the company has improved with a high level on the basis of the results of the check list with the presence of gaps in the application.The study reach a set of recommendations, the most important are importance of prepare follow - up tables with scientific and professional style to keep updating the application completion according to specialty of the marketing environment for all areas of Iraq, and the company should start building a dynamic team to point out the weak points in marketing performance for each branch, also Training courses should be planned and continuously implemented for all employees who directly deal with customers to let them fully informative with the benefits of marketing dynamic capabilities . The study recommends the importance of finishing the software and computer program for customer's data base and spread knowledge obtained from successful applications of all the relevant employees and motivate them to handle dynamically updating for there's ideas and proposals in accordance with well - known and professional contexts available and proposed implementation plan in line with the changes for the purpose of building a renewable marketing knowledge base.
