تأثير أبعاد التسويق المستنير في النجاح التسويقي دراسة تحليلية لآراء عينة من العاملين في عدد من منظمات الأعمال الصغيرة في مدينة دهوك

Abstract

In the current research, we dealt with a number of topics of cognitive importance in literature and contemporary marketing thought to form an intellectual framework expressed in the relationship between enlightened marketing and marketing success, as an important source of distinction for small business organizations in the city of Dohuk. Informed marketing was expressed in dimensions (consumer-oriented marketing - innovative marketing - value marketing - community marketing - mission-based marketing), and marketing success was expressed in dimensions (low prices - market share - continuous improvement - marketing creativity and customer satisfaction and loyalty). As for the research problem, it was formulated by a number of intellectual and field questions, most notably the diagnosis of the extent to which small business organizations possess the variables and dimensions of the current research and whether they are practiced by them in reality, as well as the special statistical relationships between those variables and dimensions. We also aimed to answer these questions to clarify the intellectual implications of these variables and dimensions, as they are one of the marketing topics in the modern administrative and marketing intellectual literature on the environment of small business organizations in the city of Dohuk.

Statistical relationships were tested according to the assumptions by adopting the (SPSS V.26) program, where the research field included (8) small business sectors, and the research community was identified with managers, while a random sample was taken from that community amounting to (153) individuals distributed at different administrative levels in These organizations, and the importance of the research lies in the fact that it is an attempt to come up with a contemporary intellectual and marketing framework based on the field and applied effort of the reality of the research topics, as the research reached several conclusions, most notably the existence of a correlation and impact relationship for the enlightened marketing variable in the marketing success variable. As for the most important proposals, if the researched organizations want to achieve high levels of marketing success, they must harness the support provided by enlightened marketing in this field in order to achieve excellence and distinction in the market in which they operate.