The Impact of Holistic marketing on Market Orientation

Abstract

      The aim of this research is to know the impact of holistic marketing and its four main dimensions- relationship marketing, integrated marketing, internal marketing, and performance marketing- on market orientation in its three dimensions- intelligence generation, intelligence dissemination, responsiveness. The research was conducted at "Anbar FTTH", an Iraqi company that provides Internet service to companies and homes via wires. The research approach is the descriptive and analytical. The questionnaire is a tool for collecting data from sample members. The statistical programs “SPSS V.23” and “AMOS V.23” were used to analyze the research data. The questionnaire was distributed randomly to a sample of (142) company employees. The most important finding of the research is that there is a strong positive effect of holistic marketing on market orientation. Regarding the dimensions of holistic marketing, the greatest influence on market orientation was attributed to performance marketing. This research is one of the first studies that seeks to know the relationship between these variables in the Iraqi Internet sector.