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The Role of Marketing Audit in Promoting Sustainable Marketing an Analytical Study of the Opinions of A Sample of Workers in the Iraqi General Company for Cement/Northern Cement Associates. | ||
| TANMIYAT AL-RAFIDAIN | ||
| Volume 43, Issue 142, June 2024, Pages 300-320 PDF (1.16 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2024.183448.1362 | ||
| Author | ||
| Ahmed Y. F. albgary* | ||
| Department of Business Administration, College of Administration and Economics, University of Mosul, Mosul, Iraq. | ||
| Abstract | ||
| The study aims to explore the relationship of influence between the variables of the study represented by (marketing audit, and sustainable marketing). The researcher also sought to determine the effect of marketing audit as an independent variable with its dimensions (auditing the marketing environment, auditing marketing strategy, auditing marketing productivity) in promoting sustainable marketing as a variable. It continued through its dimensions (environmental, economic, social, and cultural), and the research problem was represented by an important question: Can sustainable marketing be enhanced through marketing audit? The importance of the study is also evident as an attempt to highlight the impact of marketing audits in promoting sustainable marketing in Iraqi organizations. A hypothetical plan for the study was developed that explains the existing relationships between its variables. The study sample was represented by employees of the Iraqi General Cement Company/Northern Cement Company, who numbered (165) respondents. The research used a purposive sampling method for managers and heads of departments and divisions of the company, in addition to employees in the marketing department of the company itself. A questionnaire form was also used to collect the required data and information. The study concluded that marketing audit directly and morally affects sustainable marketing. The research recommends strengthening and developing A marketing audit program designed specifically to evaluate and promote sustainable marketing practices within the surveyed company. | ||
| Keywords | ||
| Marketing Audit; Sustainable Marketing; The Iraqi General Company For Cement | ||
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