Recommending marketing strategy and its role in achieving competitive advantage An exploratory search of the views of a sample of workers in the company of the Sufis Industries / Baghdad
DOI:
https://doi.org/10.71207/ijas.v8i31.3146Keywords:
Recommending marketing, competitive advantageAbstract
Business Organizations in the 21st century face many challenges represented in the development of information technology & in changing toward market globalization in addition to the change in customers wants & tastes . This requires determining Marketing strategies in View of contemporary Marketing concepts represented by marketing customization strategy that is all what the customer wants . Marketing is going to be reformulated according to the customers view point by changing the designs of making & marketing the products to him according to his desire . The mutter is more than that since changing in marketing practices focuses on the customer himself , making him the core of all marketing processes . this makes it necessary for organizations to adopt a developed information technology so as to set precise data bases to know the customer & determine the marketing strategies appro pirate for the production process to meet his desire & target him rightly .
To full fill the aims of the study 52- item questionnaire is used investigating the opinions of a sample of employees in the general company for Wool Industries / Baghdad . It is used a main tool for data collection , in addition to the use of the balanced mean , standard deviation , response tensely , T & F tests & R2 correlative in analyzing the answers .
The study reached at a number of conclusion , of which is that there is a connection & effectiveness relationship between marketing customization strategy & competitive advantage . In the light of this relationship , some recommendations are proposed in accordance with those conclusions .
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ـاﻟﻌﺮﺑﯿﺔاﻟﻤﺼﺎدرَ
أـاﻟﻜﺘﺐأوﻻ2008 ـاﻟﺒﻜﺮي،ﺛﺎﻣﺮﯾﺎﺳﺮ،إﺳﺘﺮاﺗﯿﺠﯿﺎتاﻟﺘﺴﻮﯾﻖ،داراﻟﯿﺎزورياﻟﻌﻠﻤﯿﺔﻟﻠﻨﺸﺮ،ﻋﻤﺎن،1
ﻣﺤﻤﺪأﻣﯿﻦاﻟﻤﻔﺘﻲ،دار: ـﺑﻠﻮم،ﺑﻨﯿﺎﻣﯿﻦوآﺧﺮون،ﺗﻘﯿﯿﻢاﻟﻄﺎﻟﺐأﻟﺘﺠﻤﻌﻲواﻟﺘﻜﻮﯾﻨﻲ،ﺗﺮﺟﻤﺔ2 . 1993
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ﻣﺪﺧﻞﺗﻜﺎﻣﻠﻲ،دار: ـرﺷﯿﺪ،ﺻﺎﻟﺢﻋﺒﺪاﻟﺮﺿﺎوﺟﻼب،أﺣﺴﺎندھﺶ،اﻹدارةاﻹﺳﺘﺮاﺗﯿﺠﯿﺔ4 . 2008
ﻣﺪﺧﻞاﺳﺘﺮاﺗﯿﺠﻲ،دارواﺋﻞﻟﻠﻨﺸﺮ،ﻋﻤﺎناﻟﻤﻨﺎھﺞﻟﻠﻨﺸﺮواﻟﺘﻮزﯾﻊ،ﻋﻤﺎن،: ـاﻟﺰﻋﺒﻲ،ﺣﺴﻦﻋﻠﻲ،ﻧﻈﻢاﻟﻤﻌﻠﻮﻣﺎتاﻹﺳﺘﺮاﺗﯿﺠﯿﺔ5 . 2005
ﻣﻨﮭﺞﻋﻤﻠﯿﺔاﻹﻋﻤﺎلﺑﺼﻔﺤﺎتاﻻﻧﺘﺸﺎر،ﺗﻌﺮﯾﺐ: ـﺷﺎﻓﯿﺮ،ﺳﻜﻮتوﻣﯿﺮدﯾﺚ،ﺟﺎك،إدارةاﻟﻌﻤﻠﯿﺎت6 . 2005 ﺳﺮورﻋﻠﻲإﺑﺮاھﯿﻢ،داراﻟﻤﺮﯾﺦﻟﻠﻨﺸﺮ،:
اﻷﺻﻮلواﻷﺳﺲاﻟﻌﻠﻤﯿﺔ،اﻟﺪاراﻟﺠﺎﻣﻌﯿﺔﻟﻠﻄﺒ: ـﻋﻮض،ﻣﺤﻤﺪأﺣﻤﺪ،اﻹدارةاﻹﺳﺘﺮاﺗﯿﺠﯿﺔ7 . 2000
واﻟﻨﺸﺮواﻟﺘﻮزﯾﻊ،اﻹﺳﻜﻨﺪرﯾﺔ،2007 ﺳﺮورﻋﻠﻲإﺑﺮاھﯿﻢ،داراﻟﻤﺮﯾﺦﻟﻠﻨﺸﺮ،: ـﻛﻮﺗﻠﺮ،ﻓﯿﻠﯿﺐ،أﺳﺎﺳﯿﺎتاﻟﺘﺴﻮﯾﻖ،ﺗﻌﺮﯾﺐ8
ـﻣﺤﺴﻦ،ﻋﺒﺪاﻟﻜﺮﯾﻢواﻟﻨﺠﺎر،ﺻﺒﺎحﻣﺠﯿﺪ،إدارةاﻹﻧﺘﺎجواﻟﻌﻤﻠﯿﺎت،ﻣﻜﺘﺒﺔاﻟﺬاﻛﺮة،ﻋﻤﺎن،9 . 2006
،دارواﺋﻞﻟﻠﻨﺸﺮ،3 ـﻣﺤﺴﻦ،ﻋﺒﺪاﻟﻜﺮﯾﻢواﻟﻨﺠﺎر،ﺻﺒﺎحﻣﺠﯿﺪ،إدارةاﻹﻧﺘﺎجواﻟﻌﻤﻠﯿﺎت،ط10 . 2009 ـاﻟﻤﻐﺮﺑﻲ،ﻋﺒﺪاﻟﺤﻤﯿﺪﻋﺒﺪاﻟﻔﺘﺎح،اﻹدارةاﻹﺳﺘﺮاﺗﯿﺠﯿﺔﻟﻤﻮﺟﮭﺔﺗﺤﺪﯾﺎتاﻟﻘﺮناﻟﺤﺎديواﻟﻌﺸﺮﯾﻋﻤﺎن،11 . 2006 ،ﻣﺠﻤﻮﻋﺔاﻟﻨﯿﻞاﻟﻌﺮﺑﻲ،اﻟﻘﺎھﺮة،
،ﻣﺆﺳﺴﺔاﻟﻮراق2 ـﻧﺠﻢ،ﻋﺒﻮدﻧﺠﻢ،إدارةاﻟﻤﻌﺮﻓﺔـاﻟﻤﻔﺎھﯿﻢواﻹﺳﺘﺮاﺗﯿﺠﯿﺎتواﻟﻌﻤﻠﯿﺎت،ط12 . 2008 ﻟﻠﻨﺸﺮ،ﻋﻤﺎن،
: ـاﻟﺪورﯾﺎت
ـرﺣﺎل،ﻋﻠﻲوﯾﺤﯿﺎوي،اﻟﮭﺎم،اﻟﺠﻮدةواﻟﺴﻮق،ﻣﺠﻠﺔأﻓﺎق،ﺟﺎﻣﻌﺔﺑﺄﺟﻲﻣﺨﺘﺎر،ﻋﻨﺎﺑﮫ،اﻟﻌﺪد2001 اﻟﺨﺎﻣﺲ،
. 2002 ،69
ـاﻟﺮﺳﺎﺋﻞواﻷطﺎرﯾﺢﺟﺎﻣﻌﺔاﻟﻤﻮﺻﻞ،اﻟﻌﺪد
ـاﻟﺒﻨﺎء،زﯾﻨﺐﻣﻜﻲﻣﺤﻤﻮد،دورإﺳﺘﺮاﺗﯿﺠﯿﺔاﻟﻤﺤﯿﻂاﻷزرقﻓﻲﺗﺤﻘﯿﻖاﻟﻤﯿﺰةاﻟﺘﻨﺎﻓﺴﯿﺔاﻟﻤﺴﺘﺪاﻣﺔ. 2009 ،ﻛﻠﯿﺔاﻹدارةواﻻﻗﺘﺼﺎد،ﺟﺎﻣﻌﺔﻛﺮﺑﻼء،( ﻏﯿﺮﻣﻨﺸﻮرة) ،رﺳﺎﻟﺔﻣﺎﺟﺴﺘﯿﺮ- ﺑﺤﺚﻣﻘﺎرﻧﺔ-
ـﺑﻨﻲﺣﻤﺪان،ﺧﺎﻟﺪﻣﺤﻤﺪطﻼل،ﺗﺤﻠﯿﻞﻋﻼﻗﺔﻧﻈﻢﻣﻌﻠﻮﻣﺎتاﻟﻤﻮارداﻟﺒﺸﺮﯾﺔورأساﻟﻤﺎلاﻟﻔﻜﺮي2 ﺑﺤﺚﻣﯿﺪاﻧﯿﺔﻓﻲﺷﺮﻛﺎتﺻﻨﺎﻋﺔاﻟﺘﺎﻣﯿﻦاﻷردﻧﯿﺔ،أطﺮوﺣﺔ:
وأﺛﺮھﻤﺎﻓﻲﺗﺤﻘﯿﻖاﻟﻤﯿﺰةاﻟﺘﻨﺎﻓﺴﯿﺔ2002
ـﺳﻠﯿﻤﺎن،ﻣﺎﺟﺪﻣﺤﻤﺪﺻﺎﻟﺢ،اﻟﻌﻼﻗﺔﺑﯿﻦﺧﺼﺎﺋﺺاﻟﻤﻌﻠﻮﻣﺎتاﻟﺒﯿﺌﯿﺔواﻷﺳﺒﻘﯿﺎتاﻟﺘﻨﺎﻓﺴﯿدﻛﺘﻮراهﻓﻠﺴﻔﺔﻓﻲإدارةاﻷﻋﻤﺎل،ﻛﻠﯿﺔاﻹدارةواﻻﻗﺘﺼﺎد،ﺟﺎﻣﻌﺔﺑﻐﺪاد،3 ﻧﯿﻨﻮى/ ﺑﺤﺚﻣﯿﺪاﻧﯿﺔﻓﻲاﻟﺸﺮﻛﺎتاﻟﺼﻨﺎﻋﯿﺔاﻟﻤﺴﺎھﻤﺔ:
وأﺛﺮھﻤﺎﻓﻲاﺧﺘﯿﺎرﻗاﺮراتاﻹﻧﺘﺎجواﻟﻌﻤﻠﯿﺎت1998
ـاﻟﻌﺎﻣﺮي،ﻋﺎﻣﺮﻋﺒﺪاﻟﻠﻄﯿﻒﻛﺎظﻢ،اﻟﻌﻼﻗﺔﺑﯿﻦاﻻﯾﺼﺎءاﻟﻮاﺳﻊواﻷﻧﺸﻄﺔاﻟﺘﺮوﯾﺠﯿﺔوأﺛﺮھﺎﻋﻠﻰ،أطﺮوﺣﺔدﻛﺘﻮراه،ﺟﺎﻣﻌﺔاﻟﻤﻮﺻﻞ،4 ،ﻛﻠﯿﺔاﻹدارةواﻻﻗﺘﺼﺎد،ﺟﺎﻣﻌﺔاﻟﻤﻮﺻﻞ( ﻏﯿﺮﻣﻨﺸﻮرة)
اﻷداءاﻟﺘﺴﻮﯾﻘﻲﻟﻠﻤﻨﻈﻤﺔ،رﺳﺎﻟﺔﻣﺎﺟﺴﺘﯿﺮ2002
ـاﻟﻤﺴﻌﻮدي،ﻣﺤﻤﺪأﺻﺒﻊ،اﻟﻌﻼﻗﺔﺑﯿﻦﻣﻘﺪراتاﻹﺑﺪاعاﻹﺳﺘﺮاﺗﯿﺠﻲوﺳﻠﻮﻛﯿﺎتاﻟﻘﯿﺎدةاﻟﺘﺤﻮﯾﻠﯿ،5 ،ﻛﻠﯿﺔاﻹدارةواﻻﻗﺘﺼﺎد،( ﻏﯿﺮﻣﻨﺸﻮرة)
وأﺛﺮھﻤﺎﻓﻲاﻟﻤﯿﺰةاﻟﺘﻨﺎﻓﺴﯿﺔاﻟﻤﺴﺘﺪاﻣﺔ،رﺳﺎﻟﺔﻣﺎﺟﺴﺘﯿﺮ2007
ـاﻷﺟﻨﺒﯿﺔﺟﺎﻣﻌﺔﺑﻐﺪاد،َ
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