REVERSE MARKETING AND ITS EFFECT ON SUSTAINABLE DEVELOPMENT

Abstract

This research aims to identify reverse marketing as a major variable and its
impact on achieving sustainable development. The research was applied to a sample
of employees of the Ministry of Water Resources, As the topic of reverse marketing
has been of great importance to its novelty and its repercussions on the reality of these
department at the present and future time.
The research is based on the dimensions of the independent variable of reverse
marketing (price, service, promotion) and the dimensions of the dependent variable,
sustainable development (economic, environmental, and social).
The research consisted of four sections, the first of which dealt with the
research methodology, The second talked about the theoretical framework, As for the
third, it contained the practical aspect, And the fourth touched on the most important
conclusions and recommendations that were reached. A questionnaire was designed to
collect data and distributed to a sample of (55) employees, where the answers were
analyzed under the statistical program spss. The research has reached the most
important conclusions that came out, and the most important of them are: There is an
active and essential role of reverse marketing in achieving sustainable development,
in addition reverse marketing seeks to regulate the consumption of harmful products,
direct the consumer, raise awareness and limit the use of such products. On the results
of the conclusions, a number of recommendations were made, the most important of
which were: It recommends adopting reverse marketing in organizations and
agencies, conducting more research studies and increasing interest in reverse