Alaa Farhan Talib, Hassan Jaber Alwan
Iraqi Journal for Administrative Sciences
2006, Volume 3, Issue 11, Pages 1-55
Abstract
The research seeks to determine the impact of the effective marketing strategy in achieving marketing performance in one of the Iraqi companies, which is the General Company for Textile Industries in Hilla, focusing on a problem that can be identified in (Does the effective marketing strategy have an impact in achieving marketing performance) and aims to test the relationship and impact between the effectiveness of the marketing strategy And marketing performance. For the purpose of achieving the research objectives, a hypothetical model was built that determines the nature of the relationship between the independent variable (effective marketing strategy) and the dependent variable, marketing performance with its indicators (and several hypotheses were derived from it that show the relationship of correlation and influence between the variables of the study. A sample consisting of (27) department managers was selected and a questionnaire was approved. The questionnaire was used to obtain information, and several statistical methods were used to analyze the data and extract the results using the computer program spss.ver.The research reached several conclusions, including that an effective marketing strategy has a major role in achieving marketing performance. It also concluded with a set of recommendations to improve the situation in the researched company.