Title:
THE IMPACT OF HOLISTIC MARKETING PRACTICES ON CUSTOMER BRAND AWARENESS: AN EXPLORATORY STUDY OF THE OPINIONS OF A SAMPLE OF CUSTOMERS OF ZAIN TELECOMMUNICATIONS COMPANY IN BABIL GOVERNORATE

Authors:
Noor Saleh Jaber, Ali Najm Abd Ismaeel, Murtadha Khudhair Abbas, Abdulrahman Miri Rahman, Iraq

Abstract:
This study examines the impact of holistic marketing practices across its four dimensions (internal marketing, integrated marketing, relationship marketing, and socially responsible marketing) in enhancing customer brand awareness. The research problem lies in the gap between the adoption of marketing practices and their actual effect on customer mentality amidst "marketing clutter." The study aimed to construct a comprehensive theoretical framework and diagnose the reality of these practices at Zain Iraq, while measuring the correlation and impact relationships between variables. The research adopted a descriptive-analytical methodology and used a questionnaire as the primary tool for data collection from a convenience sample of the company's customers. The hypotheses concluded that there is a significant positive correlation between holistic marketing practices and the enhancement of customers' mental image and brand awareness.