The Role of Innovative Marketing in Marketing Excellence: A survey study of the opinions of a sample of employees at Rami Farm, a dairy and milk products company in Erbil

Abstract

This research aims to explore the relationship between innovative marketing and marketing excellence among employees of Rami Farm Company for the production of milk and dairy products in Erbil city. The study variables, which were contained in the questionnaire and designed to verify the objectives of the study, were divided into two parts: The first part includes personal information about the respondents, including: gender, age groups, educational qualifications, and years of experience. The second part includes the research axes, which were divided into two axes: The first axis included indicators and phrases that measured the variable "innovative marketing", as the phrases were distributed into four axes that in turn measure the aforementioned axis, which are (product innovation, price innovation, promotion innovation, and distribution innovation). The second axis included phrases and indicators through which the variable "marketing excellence" was measured. The questionnaire was also used to survey the opinions of a sample consisting of a number of workers. The questionnaire was distributed in the field and randomly to a sample of workers in (Rami Farm) Company, which is an agricultural company for the production of milk and dairy products in Erbil city, where (50) participants filled out the questionnaire form. After that, the statistical program (SPSS V26) was used to analyze the degree of opinions and answers, as well as to achieve the research objectives and test the hypotheses presented by the current field study.