The Role of Lean Marketing in Enhancing Marketing Effectiveness: An Exploratory Study at the General Company for Petrochemical Industries – Basra-Iraq

Abstract

Nowadays we face many challenges and difficulties that prevent developments towards the age of lean marketing to arise after the failure of costs and small business economics in the face of corporate compensation, flexibility and the economics of diversification. In light of this, the reason for choosing the subject of the study is the prevalence of the philosophy of agility in all aspects of organized life, and here there must be a role for marketing in initiating the philosophy of agility in order to reduce waste in every marketing activity, as well as the importance of the role of marketing effectiveness. It is one of the important concepts that organizations implement to achieve their goals in order to organize them in the labor market and seek to increase their profits if it is applied properly. The problem of the study revolves around several fundamental questions, the most prominent of which is how does lean marketing contribute to enhancing marketing effectiveness? What is the nature of the relationship and influence between the lean marketing methodology and marketing effectiveness? The importance of the study lies in the field dimension based on attempts to diagnose and analyze the reality of lean marketing and its relationship to marketing effectiveness in the company. The study field aims to diagnose and analyze the reality of the lean marketing methodology and its impact on the effectiveness of suspense. The General Company for Petrochemical Industries in Basra was chosen as the study community. A deliberate sample consisting of (60) individuals from different levels of management was elected. A questionnaire form was designed to collect data related to the variables of the study. Descriptive approach to measure the indicators of the adopted variables according to the five-point Likert scale was used. Data were subjected to descriptive and inferential statistical analysis using (SPSS) program, and the study reached several conclusions, the most prominent of which is that there is a strong, positive, and statistically significant correlation and influence between: the dimensions of lean marketing and the dimensions of marketing effectiveness. The most important recommendations of the study were to strength the company’s direction to adopt the lean marketing methodology which contributes to enhancing marketing effectiveness.