اﻟﺘﺴﻮﯾﻖ اﻟﺮﺷﯿﻖ ودوره ﻓﻲ ﺗﻌﺰﯾﺰ اﻟﻜﻔﺎءة اﻟﺘﺴﻮﯾﻘﯿﺔ ﻟﻠﻤﺼﺮف دراﺳﺔ اﺳﺘﻄﻼﻋﯿﺔ ﺗﺤﻠﯿﻠﯿﺔ ﻵراء ﻋﯿﻨﺔ ﻣﻦ اﻟﻘﯿﺎدات اﻹدارﯾﺔ ﻓﻲ اﻟﻤﺼﺎرف اﻟﺨﺎﺻﺔ محافظة ﻛﺮﺑﻼء اﻟﻤﻘﺪﺳﺔ

Lean Marketing and its Role in Enhancing the Bank's Marketing Efficiency An analytical exploratory study of the opinions of a sample of administrative leaders in private banks in the holy city of Karbala

Lean marketing has become an urgent need in today’s world to meet the challenge of competition in the changing business environment and the struggle for growth, survival and adaptation, as the Lean marketing system has gained great importance during the past two decades because of its impressive and impressive successes in many productive and service organizations and has become an hour of talk in business circles. From this standpoint, this study aimed to determine the impact of the marketing system in marketing efficiency in some Iraqi private banks, as the alignment between the dimensions of marketing in marketing and the dimensions of marketing efficiency contributes greatly to improving marketing efficiency in its dimensions (marketing costs, price efficiency, promotional efficiency, Customer Satisfaction) which serves as a competitive priority for the organization. The study attempted to provide a theoretical framework for the most important things that the authors and researchers presented about the variables of the study as well as an analytical practical framework for the views of a selected sample within the study community that included administrative leaders in Private banks (bank managers and their assistants, section managers and their assistants, Division managers and their assistants) The sample size reached (100) Respondent The independent variable was Lean marketing with its six dimensions (reducing excessive marketing operations, reducing waiting time, reducing excessive processing operations, reducing unnecessary movements, reducing marketing flawed outputs, activating untapped talents and creativity of employees) and either Approved for marketing variable is the efficiency of the four dimensions (marketing costs, price efficiency, promotional efficiency, customer satisfaction).

B
As the study aimed to determine the relationship and impact between the dimensions of Lean marketing and the dimensions of marketing efficiency, and through two main assumptions: Is there a correlation between the dimensions of Lean marketing and the dimensions of marketing efficiency? What is the level of impact that Lean marketing has on the dimensions of marketing efficiency in the research banks? Using a set of statistical tools, the most important of which are the arithmetic mean, the standard deviation, the Pearson correlation coefficient, and the structural modeling equation. The statistical program was adopted (SPSS V.19), (Leseral v.8.80), and (Mod graph). The study reached a set of conclusions, the most important of which (the significant increase in competition between banks in the local and global markets has led to banks resorting to modern methods, processes and technology, including Lean marketing because of its great role in enhancing marketing efficiency and achieving competitive advantage). As for the most important recommendations (the need to take care of spreading the culture of eliminating waste in all its forms among workers in the various productive and service organizations, especially banking ones).