[ تشخيص واقع التحالف التسويقي في الشركات الخدمية: دراسة استطلاعية لعينة من مدراء شركات الاتصالات في مدينة أربيل - فاست لينك كنموذج ]
Volume 16, Issue 2, June 2016, Pages 427–439
Sami Saber Abdullah1, Dlawar Jalal2, and Jamil Abdullah3
1 College of Administration and Economics, Salahaddin University-Erbil, Iraq
2 Erbil Polytechnic University, Iraq
3 College of Administration and Economics, Salahaddin University-Erbil, Iraq
Original language: Arabic
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This study aims to describing the reality of marketing alliance in telecom. Companies in regards of themes as ( the concept of marketing alliance, types of marketing alliance, motivation for marketing alliances, activities of marketing alliances) the sample has consisted of (55) forms that been distributed over the Fastlink telecom managers (directors) and (49) forms have retrieved. A descriptive methodology has been adopted accomplish the goals of the study. The questionnaire form has included two section: the first section has been related to data and personal information such as (sex, age, educational level, social status, and nationality), the second section has devoted for measuring marketing alliance through having (23) provisions divided over (4) themes (axes). After conducting the study, the researcher has come up with a set of conclusions as following: 1. The managers (directors) of Fastlink have average level of recognition of marketing alliance systems. 2. There have been no differences of statistical indications (meanings) of managers' responses in regards of marketing alliance themes (topics) such as (the concept of marketing alliance, motivations for marketing alliance of marketing alliance.) With variation of (sex, age, social status, and nationality). 3. The order of the marketing alliance themes (topics; the concept of marketing alliance, types of marketing alliance, motivations for marketing alliance, activities of marketing alliance.) has been according to its availability or significance for the Fastlink Telecom managers (directors).
Author Keywords: Marketing alliance, service-providing companies.
Volume 16, Issue 2, June 2016, Pages 427–439
Sami Saber Abdullah1, Dlawar Jalal2, and Jamil Abdullah3
1 College of Administration and Economics, Salahaddin University-Erbil, Iraq
2 Erbil Polytechnic University, Iraq
3 College of Administration and Economics, Salahaddin University-Erbil, Iraq
Original language: Arabic
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This study aims to describing the reality of marketing alliance in telecom. Companies in regards of themes as ( the concept of marketing alliance, types of marketing alliance, motivation for marketing alliances, activities of marketing alliances) the sample has consisted of (55) forms that been distributed over the Fastlink telecom managers (directors) and (49) forms have retrieved. A descriptive methodology has been adopted accomplish the goals of the study. The questionnaire form has included two section: the first section has been related to data and personal information such as (sex, age, educational level, social status, and nationality), the second section has devoted for measuring marketing alliance through having (23) provisions divided over (4) themes (axes). After conducting the study, the researcher has come up with a set of conclusions as following: 1. The managers (directors) of Fastlink have average level of recognition of marketing alliance systems. 2. There have been no differences of statistical indications (meanings) of managers' responses in regards of marketing alliance themes (topics) such as (the concept of marketing alliance, motivations for marketing alliance of marketing alliance.) With variation of (sex, age, social status, and nationality). 3. The order of the marketing alliance themes (topics; the concept of marketing alliance, types of marketing alliance, motivations for marketing alliance, activities of marketing alliance.) has been according to its availability or significance for the Fastlink Telecom managers (directors).
Author Keywords: Marketing alliance, service-providing companies.
Abstract: (arabic)
يهدف هذا البحث إلى التعرف على واقع التحالف التسويقي في شركات الاتصالات من خلال المحاور (مفهوم التحالف التسويقي، أنواع التحالف التسويقي، دوافع القيام بالتحالفات التسويقية، الأنشطة التي تتضمنها التحالفات التسويقية) وتكونت عينة البحث من(55) استمارة وتم استعادة (49) وزعت على مدراء شركة فاست لينك للاتصالات، وتم استخدام المنهج الوصفي لتحقيق أهداف البحث، تم تصميم استمارة الاستبيان التي تضمنت جزئين الأول الخاص بالبيانات والمعلومات الشخصية مثل (الجنس، العمر، المستوى التعليمي، الحالة الاجتماعية، الجنسية)، أما الجزء الثاني فيتعلق بقياس التحالف التسويقي وذلك من خلال (23) فقرة موزعة على (4) محاور وبعد اكمال البحث توصل الباحثون إلى عدد من الاستنتاجات أبرزها ما يأتي: 1- يرى أفراد المبحوثين (تتوفر لدى مدراء شركة فاست لينك مستوى المتوسط لأدراك لأنظمة التحالف التسويقي). 2- عدم وجود فروق ذات دلالة احصائية لإجابات المبحوثين حول محاور التحالف التسويقي (مفهوم التحالف التسويقي، انواع التحالفات التسويقية، دوافع القيام بالتحالفات التسويقية، الأنشطة التي تتضمن التحالفات التسويقية) باختلاف (الجنس، العمر، الحالة الاجتماعية، الجنسية). 3- كان ترتيب محاور التحالف التسويقي بحسب درجة توافرها أو اهميتها لدى مدراء شركة فاست لينك للاتصالات (مفهوم التحالف التسويقي، دوافع القيام بالتحالفات التسويقية، الأنشطة التي تتضمنها التحالفات التسويقية، أنواع التحالفات التسويقية).
Author Keywords: التحالف التسويقي، الشركات الخدمية.
How to Cite this Article
Sami Saber Abdullah, Dlawar Jalal, and Jamil Abdullah, “Diagnosis of marketing alliance Reality for service-providing companies: A prospective study for a sample of Telecommunication companies managers in Erbil city - Fastlink as a model,” International Journal of Innovation and Applied Studies, vol. 16, no. 2, pp. 427–439, June 2016.
