Adopting Enlightened Marketing And its Role In Enhancing the Entrepreneurial Orientation/An Exploratory Study of the Opinions of A Sample of Managers of Some Productive Organizations in the City of Mosul

Abstract

The research dealt with the topic of adopting enlightened marketing and its role in enhancing entrepreneurial orientation. As the research tried to provide a clear vision in its theoretical aspect and clear answers in the field regarding its dimensions and the significance of its variables, the research adopted its field framework after enlightened marketing as an independent dimension represented by (customer orientation, customer value, innovative marketing, community marketing, marketing sense of the mission (mission)). The two researchers chose some production organizations in the city of Mosul as a sample for research. The research adopted the questionnaire as the main tool for collecting data and information on the field side, and the researchers distributed (56) forms to the managers of the researched production organizations, and (52) valid forms for analysis were retrieved, and the research variables were described and diagnosed, and the correlation and impact relationships for the research variables were clarified. The primary was using the statistical package for applications of social sciences (SPSS) and the following statistical methods were used (arithmetic mean, standard deviation, multiple simple correlation coefficient, simple and multiple regression). The research reached some conclusions, the most important of which was that, through the results of the description and diagnosis, the management of the surveyed organizations is not working to implement continuous programs related to social responsibility. In line with the content of the conclusions, the research reached some proposals, the most important of which is that organizations should enhance the societal marketing variable, especially concerning implementing ongoing programs related to social responsibility.