Keywords : ,،,؛Marketing Effectiveness,,


Sustainable Marketing Strategies and Their Role in Enhancing Marketing Effectiveness-An Exploratory Study of the Opinions of a Sample of Workers in the Mosul Dairy Factory

Rawnaq Yousif Mahmood Mahmood; Mohammad Mahmod Hamed Al-Mulla Hasan

TANMIYAT AL-RAFIDAIN, 2021, Volume 40, Issue 132, Pages 110-134
DOI: 10.33899/tanra.2021.130204.1095

This research aims to demonstrate the contribution of sustainable marketing strategies in enhancing the marketing effectiveness in the Mosul Dairy Factory, as well as clarifying the correlation and impact relationships between the two variables. The research was conducted based on two main aspects, the first being documentary and descriptive represented by reviewing much literature to clarify the theoretical background of each of the marketing strategies. Sustainable and effective marketing is presented by writers and researchers in their scientific products. As for the second method, it is an exploratory and analytical method, through an exploratory study in the light of preparing a questionnaire form prepared for collecting data and information related to the research. The most important of which is the main question: Do sustainable marketing strategies contribute to enhancing marketing effectiveness, and to answer these questions, a hypothesis plan for the research was formulated through which the relationships and influences between the two variables of the research were formulated, which resulted in a set of main and sub-hypotheses that were tested using some statistical methods for the data collected. With the questionnaire, which was distributed to (39) individuals researched in the research organization, which was represented by the Dairy Factory laboratory, the research reached a set of conclusions, the most important The results of the Mann-Whitney and Wilcoxon test analysis showed that sustainable marketing strategies contribute to enhancing marketing effectiveness in light of the responses of the individuals surveyed, which confirms the importance of these strategies in enhancing the marketing effectiveness of the researched organization.
And based on the conclusions reached by the research, both theoretical and field, proposals consistent with these conclusions were presented, in addition to proposals for future studies related to the two current research dimensions.