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The Role of Holistic Marketing in Achieving Marketing Sustainability An Exploratory Study of a Selected Sample of Dairy Factories in the Northern Region | ||
| Journal of Digital Innovation in Financial and Administrative Studies (JDIFAS) | ||
| Volume 2, Issue 1, January 2026, Pages 37-49 PDF (529.62 K) | ||
| Document Type: Original Article | ||
| DOI: 10.69513/jdifas.v2.i1.a4 | ||
| Author | ||
| Raad yousif Waad Allah Hussein* | ||
| University of Nineveh | ||
| Abstract | ||
| The research seeks to understand the role of holistic marketing in achieving marketing sustainability, which significantly contributes to improving marketing sustainability. Due to the importance of the topic, a vital sector in the northern region (dairy products) was chosen because of the high demand for its products. The study was conducted on a selected group of dairy factories in the northern region. To achieve the objectives and address the research problem, the researcher adopted the descriptive analytical method. The questionnaire was used, and its indicators confirmed the nature of the relationship between the research variables through a hypothetical scheme. The research sample included (104) employees working in the dairy factories. The research concluded that there is a statistically significant correlation and effect between holistic marketing and marketing sustainability at the macro and micro levels. The most important proposal reached is to strengthen community partnerships by building strategic relationships with the community, customers, civil society organizations, and regulatory bodies to support marketing initiatives with a sustainable social character, and to adopt performance indicators for marketing sustainability. It is important that the factories studied adopt clear indicators to measure the extent of their achievement of marketing sustainability, such as long-term customer satisfaction, customer loyalty, and the environmental impact of marketing operations. | ||
| Keywords | ||
| Holistic Marketing; Marketing Sustainability | ||
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