التسويق المجتمعي ودوره في تحقيق الميزة التنافسية : ( دراسة حاله: مصنع الأمجد لحديد التسليح والصلب في الفترة ما بين 2011م – 2016م)

Abstract

This study aims to identify the role of community marketing in achieving competitive advantage. The problem of this study is that community marketing in some contemporary companies has become below the required level, and that is because the main objective of these companies is to obtain their profits without taking into account their moral and social responsibility towards society, and this has negatively affected their competitive reputation. The main hypotheses of this study is to create an environment conducive to social marketing leading to the achievement of competitive advantage, the master plan helps to establish a culture of business ethics in the community marketing to achieve competitive advantage, also to create a strategic plan for community marketing within the overall strategies of the plan which will lead to the achievement of competitive advantage. In this study, the researcher followed historical, descriptive, and analytical method in addition to the case study. One of the important results of the study is to provide the suitable environment at Al-Amjad Iron and Steel Factory, which has led to a reflecting good knowledge for the customers. The factory is convinced to provide a culture of business ethics in the community marketing. The factory used to resolving problems facing customers through following business ethics. The recommendations of this study is to create an appropriate environment for the corporation to improve the mental image of customers, so as to establish a culture of business ethics in community marketing, corporation must to have clear societal objectives in its strategic plans and that is can led to achieve a competitive advantage for the corporation.