التسويق الريادي وتاثيره في الاداء التسويقي : دراسة تطبيقية في عينة من شركات الاتصالات العراقية == Entrepreneurial Marketing Effect On Marketing Performance - Applied Study In A Sample of Iraq Telecommunications Companies
Author name:
مؤيد احمد لازم
Supervisor name:
عاملة محسن احمد ناجي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
Mustansiriyah University
Language:
Arabic
University location:
Baghdad
Key words:
- التسويق الريادي
- الاداء التسويقي
First pages:
07T4290 - p.pdf
Abstract:
هدفت الدراسة الى توظيف التسويق الريادي بوصفه متغير? مستقلا وبابعاده المتمثلة ب(التركيز على الزبون، تقبل المخاطرة، الاستباقية، الابداع، اقتناص الفرص) في تعزيز الاداء التسويقي بوصفه متغير? تابعا وبمؤشراته المتمثلة ب(الحصة السوقية، حجم المبيعات، المسؤولية | This study aimed to exploitation of Entrepreneurial Marketing as an independent variable with its dimensions which include (Customer Intensity، Calculated Risk Taking، Proactiveness، Innovativeness، Opportunity Focus) In promoting marketing performance as a dependent variable and its indicators ( Market Share، Sales Volume، Social Responsibility، Customer Retention).The study problem emerged from the core of marketing, management and technical challenges Which faced by telecom companies and which need a non - traditional marketing style that Draw the pace of success for them. The study is of importance to the importance of the research community and the sample, and then supporting the marketing department in the telecommunications companies in planning the marketing process and taking the appropriate measures related to its recovery. The study aimed to shed light on the philosophy of Entrepreneurial marketing and its application in the Iraqi telecom companies. The study is applied in a number of Iraqi telecom companies and adopted a random class sample of 136 members of the study community, including (Manager, Associate Managers, Division Managers, section Managers, Supervisors, Employees). The study examined a number of main and subsidiary hypotheses about the availability of the level of morale and the relationship of influence between the study variables and the moral differences between the telecommunication companies. Study The questionnaire was used as a key tool for studying the field side of telecommunication companies surveyed. The statistical measures used were statistical analysis programs (AMOS - V23 and SPPS v23). The study reached a number of conclusions, the most prominent of which is that the management of telecommunications companies applied to Entrepreneurial Marketing In companies in the study community attributed to the interest of telecommunications companies surveyed by its subsidiary dimensions, And there have been significant levels of marketing performance and these levels have emerged because of their attention to the sub - indicators. The study recommended the necessity of activating the Entrepreneurial Marketing because it contributes Strengthen of marketing performance, which is a criterion for determining the success or failure of companies and activating the role of government control, as well as interest to stakeholders (government, society, investors, employees, customers).
