ABSTRACT :
The Study Attempts To Recognize The Extant Of Practicing Holistic Marketing And Marketing Ambidexterity To Establish The Customer Insight By The Trade Banks, And Show The Effect Of The Holistic Marketing With Its Elements( Internal Marketing, Performance Marketing, Relationship Marketing And Integrated Marketing) As An Explanative Variable, The Customer Insight As A Sub Variable And The Marketing Ambidexterity As A Mediator Variable With Its Elements (Explore Opportunities, Exploit Opportunities And Marketing Flexibility). The Study Problem Had Been Defined By A Number Of Questions Where The Most Important Are:- Do The Managers And Workers Of The Trade Banks Have A Conceptual And Intellectual Concept Of The Holistic Marketing And Its Dimensions? What Is The Extant Of The Trade Banks’ Ability To Establish The Customer Insight On The Base Of The Holistic Marketing? And What Is The Extant Of The Trade Banks’ Ability To Establish The Customer Insight On The Base Of The Holistic Marketing Via The Marketing Ambidexterity? The Study Aim Is To Answer These Question; To Do So The Researcher Adopts The Analytic Descriptive Method With The Questionnaire As A Device For Collecting Data. The Study Had Been Tested In The Private Trade Banks In Baghdad And Al- Najaf Al-Ashraf And Applied On(9) Banks. The Study Community Consists Of ( 1857) Workers With A Random Selected Sample Of(323) Workers. A Number Of Main And Secondary Hypotheses, Concerning The Mutual Effect Relations Between The Study Variables, Had Been Tested In Addition To The Hypotheses Of The Difference Among The Studied Researches To Recognize The Extant Of Its Application Of The Study Main And Secondary Variables And To Answer The Questions Concerning The Study Problem. The Data Are Processed By (Excel 2007, SPSS& AMOS).
The Study Concludes A Number Of Theoretical And Practical Results Such As:- The Increase Of The Importance Of The Study Main Variables(Holistic Marketing, Marketing Ambidexterity And The Customer Insight) As Well As The Increase Of The Study Secondary Variables(Internal Marketing, Performance Marketing, Relationship Marketing, Integrated Marketing, Explore Opportunities, Exploit Opportunities, Marketing Flexibility, Customer Attitude, Customer Social Culture, Customer Personality And Customer Behavior). The Holistic Marketing Has An Effect On Customer Insight Via Marketing Ambidexterity. The Study Submitted A Number Of Recommendations To The Trade Banks Such As:- To Utilize The Marketing Ambidexterity As A Mediator Variable Between The Holistic Marketing And The Customer Insight Due To Its Role In Increasing The Achieved Interest
Ameer N. Mukif Al-Kilabi
2017– University Of Kufa
