BALANCING CUSTOMER AND COMPETITOR IN MARKETING ORIENTATION: A CASE STUDY AT GENERAL COMPANY FOR IRAQI AIRWAYS

Authors

  • Rounaq Kadhem Hussin Shuba
  • Sarmad Hamza Jassim

Abstract

Companies generally face difficulty in accurately diagnosing their marketing orientation that
may be customer-centered company and competitor-centered company, which is a field
problem that this research is trying to find an appropriate solution by designing a checklist
that suits this purpose. General Company for Iraqi Airways has be chosen as a sample for the
research because of its significant in the transportation industry, some results have been
reached that marketing orientation of company are customer- centered and competitorcentered in varying proportions at the same time. The research proposes to the company some
steps that identify its marketing orientation and help it achieve a balancing between it be the
customer-centered and be the competitor-centered in a way that company ensures achieving
goals efficiently.

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Published

2020-12-29

How to Cite

Rounaq Kadhem Hussin Shuba, & Sarmad Hamza Jassim. (2020). BALANCING CUSTOMER AND COMPETITOR IN MARKETING ORIENTATION: A CASE STUDY AT GENERAL COMPANY FOR IRAQI AIRWAYS. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(3), 2621-2648. Retrieved from https://archives.palarch.nl/index.php/jae/article/view/4643