The Effect of the Marketing Mind and Marketing Intelligence in Marketing Ambidexterity: An Applied Study in Iraqi Private Banks
Keywords:
Marketing mind, marketing intelligence, marketing ambidexterityAbstract
The present research collected and examined the three variables (marketing mind, marketing intelligence and marketing ambidexterity), the relationship that has not been studied in previous researches. The research aims to show the impact of the marketing mind and marketing intelligence in marketing ambidexterity, the marketing mind and marketing intelligence are two decisive forces in enhancing marketing ambidexterity . Marketing mind enables innovating ideas and analyzing the market, while marketing intelligence provides the data needed to make evidence-based decisions. When these elements are integrated, innovative and effective marketing strategies can be achieved that lead to sustainable market success. The research population is represented by managers, heads of branches, divisions and units in Iraqi private banks, either a sample research consisting of (127) respondents was selected from them, where a questionnaire form was designed consistent with the objectives and hypotheses of the research, and the questionnaire forms were distributed to the sample, and (125) forms were retrieved that can be analyzed statistically, i.e. the percentage of retrieval of questionnaires was (98.42%). The research reached to several conclusions, the most important of which was that through the marketing mind and marketing intelligence, it is possible to work to create competitive positions within the current market context by making the most of advertising activities and strategic directions to achieve the goals.
References
1. Blumenbach, V.,A., Zeithmal , L.L., Berry (2014), Accentual Model of Service Quality & it is Implementation for future Research , Journal of Marketing , Vol.49.
2. Choy , K.L., Lee, W.B.& Lo, Victor, (2021), Design of a case based intelligent supplier relationship management system—the integration of supplier rating system and product coding system, Journal of Expert Systems with Applications, Vol. 25.
3. Deusen, Cheryl A.Van & Mueller, Carolyn B., (2019),"Learning In Acquisitions: Understanding The Relationship Between Exploration, Exploitation And Performance", The Learning Organization J., Vol. 6 Iss 4 pp. 186–193.
4. Gregory G., Dess, Lumpkin, G.T. & Taylor, Marilyn L, (2019), Strategic Management, 2 edition, the McGraw-Hill Irwin, New York.
5. Hinloopen ,Jeroen , Grega Smrkolj,Florian Wagener, (2022). From Mind to Market: A Global, Dynamic Analysis of R&D, Tinbergen Institute Discussion Paper.
6. Josephson, Brett W.,(2015)" Strategic Marketing Ambidexterity: Antecedents And Financial Consequences, J. Of Academy Of Marketing Science ,Published Online:25 April 2015.
7. Kohli, Ajay K. (2021)Introduction of Marketing ,75th Anniversary Special Section , Journal of Marketing ,July .
8. Metscher, Robert & Gilbride, Brion, (2015), Intelligence as an Investigative Function, International Foundation for Protection Officers, Commercial use of this document requires the written permission of the IFPO.
9. Miles, Derel, (2018), International Project Marketing Services, Journal of Marketing, No. 6.
10. Moorman, Christine, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier (2019), "JM as a Marketplace of Ideas," Journal of Marketing, 83 (1), 1–7.
11. Pitts , R. , and Lei , D., (2016), Strategic Management , Building & Sustaining Competitive Advantage , West Publishing.
12. Qureshi, Muhammad Shahid, (2010), Determinants and Outcomes of Marketing Capabilities in New Technology Based Firms in Berlin, Germany: An Empirical Study, Thesis of Doctor, Berlin.
13. Xu , Hui, Feng , Yongchun & Zhou, Lianxi,(2016)" Market Knowledge Development Of Indigenous Chinese Firms For Overseas Expansion: Insights From Marketing Ambidexterity Perspective,J. Of Asian Businesses In A Turbulent Environment,Vol.2,No.5.
14. Yarrow, Kit, (2014). Decoding the New Consumer Mind How and Why We Shop and Buy, Published by Jossey Bassm
15. Zaltman, Lindsay H., & Zaltman, Gerald K. (2008). Marketing Metaphoria: What Deep Metaphors Reveal about , Harvard Business Press.
