فلسفة تسويق ما بعد الحداثة كإطار لتطوير أخلاقيات التسويق من خلال المقدرات وقاعدة البيانات التسويقية – دراسة تطبيقية في عينة من الشركات الدولية العاملة في الولايات المتحدة الأمريكية

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, De-Differentiation, 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.