The Impact of Marketing Agility in Achieving Marketing Excellence An Explorative Study of a views for Sample of Managerial Leaderships at the Number of private hospitals in the Kurdistan Region of Iraq | ||
| TANMIYAT AL-RAFIDAIN | ||
| Volume 42, Issue 139, September 2023, Pages 86-110 PDF (901.72 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2023.180477 | ||
| Author | ||
| Dilman Khoshavi Ramadhan Khoshavi Sharafany | ||
| Business administration department, Economics and administration college, university of Duhok | ||
| Abstract | ||
| The research aims to highlight the role that marketing activity plays in achieving marketing excellence through the adoption of innovative marketing tools represented in (marketing agility), which is a basic pillar for any organization that seeks to interact with its customers, as it is considered an important means to achieve marketing excellence in various sectors. The main research is to test the effect of marketing agility in achieving marketing excellence. To achieve this, the researchers relied on measuring marketing agility with four dimensions and marketing excellence with five dimensions, and the descriptive approach was used, and to reach the desired results of the research, we relied on the available studies and books that dealt with the research variables to build the theoretical and methodological framework, while the research community was represented by administrative leaders in those Hospitals, whose number is (930) individuals, and the research applied the random sample (315), and the questionnaire was designed to collect data that included several measures drawn from previous studies that were modified and redesigned to suit the requirements of the current research Then it was presented to a group of experts. One of the most important conclusions of the research is that the process of switching to marketing agility has significant effects, in addition to reducing waste, improving the process of providing service to the customer, and improving the liberation of energies. | ||
| Keywords | ||
| Marketing Agility; Sensing; Speed; Flexibility; Responsiveness; Marketing Excellence; Quality Of Service; Customer Retention; Creativity; Distinctive Capabilities; Continuous Improvement | ||
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