فلسفة تسويق مابعد الحداثة كاطار لتطويراخلاقيات التسويق من خلال المقدرات وقاعدة البيانات التسويقية

Rp-Philosophy of postmodern marketing as a framewothe drk for evelopment of marketing ethics through marketing capabilities, and database.pdf

Abstract
Philosophy of postmodern marketing as a framework for the
development of marketing ethics through marketing capabilities, and
database
An Empirical Study in a Sample of International Companies
Operating in the U.S.A.
The study aims to find out the impact of both of the marketing capabilities and
database in achieving success of companies through the development of
marketing ethics within the framework of modern philosophy in the field of
marketing management, a marketing philosophy of postmodernism. After
conducting an extensive review of the modern research in this field has been the
development of the Default Schema of the study to reflect the dimensions and
variables of phenomenon researched represented problematic study and
concepts of philosophical, which stipulates the development of the ethics of
marketing throw marketing capabilities and database within the context of the
practices the philosophy of marketing postmodern. The Default Schema depicts
the reaction kinetic and causality between the four intellectual and research
components is: the first variable is the postmodernism marketing (the
independent variable) with five dimensions of the fragmentation, DeDifferentiation, Hyper-reality, Chronology, and finally pluralism. While the
second variable is the marketing ethics (dependent variable) and comprises two
main approaches are: standard approach and positive approach (descriptive).
The marketing capabilities (first mediator variable) was sub-variables for each
of the (management of marketing distribution channels, after-sales services, and
marketing promotion). The database marketing is the (variable mediator II) was
where the basic dimensions (the information system marketing, customer
relationship management, and intelligence marketing) .The application of this
study and collection of data from 10 companies operating in the United States to
be a resolution tool scale and in accordance with the metrics and conditioned
using the survey method of targeting analytical sample of managers in
companies amounted to (109) responder. The study use the set of analyzes and
statistical tests using statistical software (SPSS18), (Amos), (EXCEL) has been
designed especially measuring instrument to collect the necessary data that serve
the subject of the study. as The importance of the study emerged from the
modern variables that were not dealt with and receive adequate attention by
scholars and researchers both in the Arab or domestic world. The study found a
set of conclusions one of them emergence of the effect of the independent
variable (postmodern marketing with the five dimensions) on the dependent
variable (marketing ethics) in all its dimensions, through the mediator variable,
first marketing capabilities and second variable mediator database marketing
and all dimensions. The study made a series of recommendations depending on
what conclusions reached on both sides of the theoretical and practical