The Impact of Marketing Dashboard in Enhancing Strategic Marketing and Marketing Performance

An Exploratory Study for Opinions of a Worker Sample in Marketing department in Family and Majidi Mall in Erbil

Abstract

ORGANIZATIONS WERE WITNESSED MANY CHANGES AND DEVELOPMENTS IN THEIR WAYS OF MANAGEMNETS, PRODUCTION, MARKETING AND DIFFERENT ACTIVITIES RELATED TO THEIR PROCESS WHICH FORCES THESE, ORGANIZATIONS TO RE-ARRANGEMENT THEIR FUCTIONS AND RENOVATIAN THEIR ACTIVITY MANAGING WAYS.BECAUSE OF THAT MANY OF ORGANIZATION MANAGERS TO RECONSI DERATION IN NEW COMPETITION RULES INORDER TO FOR MULATION MANY STRATEGIES WHICH ENABLE THEM IN AUTPER FORMS ON THEIR COMPETITERS AND TO ACHIEVE THEIRSTO GOALS BY SATISFYING CUERS NEED AND DESIRE.THIS WILL REQUIRES THE EXISTANCE OF MARKETING DASHBOARD WHICH CONTAINS OF APPROPRIATE MARKETING INDICANTS INORDER TO EVALUATE OF ORGANIZATIONS MARKETING PERFORMANCE AND TO GIVING INDICANTS WHICH REINFORCING STRATEGIC MARKETING, ACHIEVING GOALS AND CORRECTING OF NEGATIVE DEVIATIANS WHICH CONSTRAINS THEIR MARKETING WORKS AND ACTIVITIES.
THE CURRENT RESEARCH AIMS TO IDENTIFY A MARKETING TOOL THAT CAN BE COUNTED WITH THE SAME IMPORTANCE AS THE MARKETING LEADERSHIP PANEL, AS WELL AS SHEDDING LIGHT ON STRATEGIC MARKETING AND MARKETING PERFORMANCE THROUGH ITS THEORETICAL PART, AS WELL AS PROVIDING SCIENTIFIC RESEARCH FOR THE FIELD CONCERNED ABOUT THE NATURE OF THE DIMENSIONS IN QUESTION, TO ACHIEVE THESE OBJECTIVES, THE RESEARCHER WAS DESIGNED A QUESTIONNOUR WHICH CONSIST OF (21) PARAGRD PHS TO COLLECT PRIMARY DATA FROM THE SAMPLE WHICH CONSIST OF (60) PERSOV. IN THE LIGHT OF THAT, THE RESEARCHER WAS TESTED HYPOTHESIS BY USING (SPSS) PROGRAM, AND BU USING SEREVAL OF STATISTIC METHODS TO ACHIEVE STUDY GOALS,THE RESEARCHER WAS CONDUCTED TO SEREVAL CONCLUSIONS WHICH ARE:
1. MARKETING DASHBOARD IS REPRESENTS A RESPONDING TO INCREASED COMPLICATIONS AND MARKETS DATA VARIATION WHICH FACED BY TOP MANAGEMNET IN INFORMATION AGE .
2. THE MARKETING PERFORMANCE IS REPRESENTED AS A RESULT OF INTEGEAL ORGANIZATION ACHTIVITIES WHICH REFLECTED ON ROGANIZATION EXISTANCE AND CONTINUATION .
3. THE RESULTS OF THE RESEARCH HYPOTHESES PROVED THAT THE ADOPTION OF THE MARKETING DASHBOARD LEADS TO THE PROMOTION OF STRATEGIC MARKETING AND MARKETING PERFORMANCE,AND THE MARKETING LEADERSHIP PANEL CONTRIBUTES TO THE PROMOTION OF BOTH STRATEGIC MARKETING AND MARKETING PERFORMANCE.
IN THE LIGHT OF THAT THE RESEARCHER WAS REPRESENTED SEVERAL OF SUGGESTIANS WHICH ARE :
1. THE CLARIFICATION OF MANAGERS AND SUPERVIORS TIBY THE IMPORTANCE AND THE ROLE OF MARKETING DASHBOARD IN THE IMPROVING OF ORGANIZATIONAL PERFORMANCE AND THE MARKTING PERFORMANCE .
2. MANIPULATING PROBLEMS AND OBSTACLES WHICH IS PERVENTS THE EVOLVING OF MARKETING PERFORMANCE .
3. THE BENEFICIALNESS OF ADVANTAGES AND BENEFETS WHEN THE ORGANIZATION ADOPTING OF STRATEGIC MARKETING .