Keywords : marketing culture

Marketing Culture and Its Role In Enhancing Competitive Advantage/ A Survey Study In Nowruz, The Internet Service Provider in Duhok

Dalal A. Khalid; Munther K. Yaqoob

TANMIYAT AL-RAFIDAIN, 2021, Volume 40, Issue 132, Pages 287-303
DOI: 10.33899/tanra.2021.170364

The current research aims to identify the dimensions of marketing culture represented by (service quality, diversity, rationality, internal relations, and innovation), and its role in enhancing competitive advantage in companies in general, especially service ones, by addressing the research problem represented by the following questions: Are the dimensions of marketing culture available in the researched company? What are the relationships and the impact relationship between marketing culture and competitive advantage?, and research hypotheses were formulated, including There is a significant correlation between marketing culture and competitive advantage at the macro and micro level at the level of significance 0.05, and there is a significant effect of marketing culture on the competitive advantage at the level of morale 0.05 The descriptive-analytical method was used, as a sample of (70) employees working in the Nowruz company, which provides Internet services in Dohuk governorate, was selected. A questionnaire was designed to collect data, and its paragraphs were analyzed to test the research hypotheses using the SPSS Ver. 24, and the research reached some conclusions, the most important of which were: that the marketing culture is of great importance in companies, especially service ones, being in direct contact with customers, and the research reached several recommendations, the most important of which were: the need to pay attention to marketing culture as it reflects the identity of the company and its positionamong competing companies In the market.

Reformation Marketing Culture by Adopting Community Dimensions An exploratory study of the Opinions of the employees in Asia Cell Communications Company in Nineveh Governorate

Raad A. Raouf

TANMIYAT AL-RAFIDAIN, 2019, Volume 38, Issue 122, Pages 87-102
DOI: 10.33899/tanra.2019.163043

The current research aims at measuring the contribution of community marketing in the re-formulation of the marketing culture of the workers. It is the basis of the marketing activities and has to take into account the changes in the social culture which are reflected in the needs of the customer preferences that is no longer similar to what it was in the past. It is a clear challenge to contemporary organizations to find the Harmonic language between organizational culture with the culture of their employees and their customers so as to contribute to strengthening its viability and success in the field of competition. The importance of research is in reviewing the dimensions of social marketing, which is the result of rapid development in the needs and requirements of the era, as well as being the framework through which the crystallization of the marketing culture of the community. The importance of study raised the following question: - Does social marketing contribute to reshape the marketing culture of employees? In light of this, the objective of the research is to determine the dimensions of the most influential social marketing in the restructuring of the marketing culture through the analytical method of the theoretical dissertations on the research variables, as well as a field framework in Asia cell Telecommunications through a survey of the opinions of its employees established the theoretical convictions adopted by the researcher. The study produced several conclusions. In light of this, the research presented a set of proposals for the field.