Agile Marketing As an effective tool in Improving the Marketing Performance of Business Organizations (A case study of the general tobacco corporation in Lattakia)

Abstract

This study aimed to determine the impact of lean marketing in improving the marketing performance of productive organizations. The study was conducted in the General Tobacco Organization in Latakia Governorate, and the independent variable was considered lean marketing with dimensions (reducing excessive marketing, reducing unnecessary inventory, reducing unnecessary movements). , reducing waiting time, reducing excessive processing, reducing unnecessary transportation, reducing defective outputs, activating untapped skills and creativity) and the dependent variable is marketing performance. The researcher relied on the deductive approach and the descriptive analytical approach as a general approach to the study, and relied on secondary data from books, periodicals and master’s theses to formulate the theoretical framework, and on primary data using a questionnaire designed by the researcher after reviewing previous studies that dealt with the variables studied, and the researcher worked to distribute the questionnaire to the workers. There are 274 in the Tobacco Foundation in Latakia, then the statistical analysis program SPSS was relied upon as a tool for analyzing the data.

The most important results of this study were: an impact of the dimensions of lean marketing (reducing excessive marketing, reducing unnecessary inventory, reducing unnecessary movements, reducing waiting time, reducing excessive processing, reducing unnecessary transportation, reducing defective outputs). Activating untapped skills and creativity in improving the marketing performance of productive organizations, and thus the presence of the impact of agile marketing in improving marketing performance.