كفاءة العملية النسويقية في ظل تبني ثقافة إدارة الجودة - دراسة حالة شركة الإسمنت عين التوتة الوحدة التجارية تقرت الفترة 2008-2017

Abstract

The study aims at understanding the basic concepts of the marketing process and the culture of quality management and demystification associated with themˬ and then shed light on the relationship between them and the role played by the culture of quality management in enhancing and improving the efficiency of the marketing process. In this studyˬ the study began with the hypothesis that there is an impact on the efficiency of the marketing process in the economic institution (emphasis on customerˬ leadershipˬ employee involvementˬ process approachˬ improvementˬ decision making based on facts and managing profitable relationships with stakeholders). In order to answer this problemˬ the study used the descriptive method in the theoretical aspect of the studyˬ where it sheds light on the theoretical and practical background of the concepts related to the marketing process and the culture of quality management as one of the most important approaches that contribute to the enhancement and improvement of KFA The marketing processˬ in support of the theoretical side and the projection of it on the ground A field study was conducted at the cement company Ain al Touta The commercial unit was designed to test the hypotheses of the study and try to answer them using the case study methodologyˬ where we tried to diagnose the marketing process and the quality management course in the company studied through review The reality of the marketing process and the relationship between them and the impact of them and the foundations of the culture of quality management. The study concluded that adopting a quality management culture contributes to enhancing the efficiency of the marketing process in the economic institution by increasing customer loyaltyˬ increasing market shareˬ increasing profitsˬ reducing costs and improving financial performance.