The reality of marketing improvisation in industrial organizations is a field study in a sample of civil pharmaceutical companies

Abstract

      The research aims to diagnose marketing improvisation with its dimensions (marketing vigilance, organizational memory, ability to build creative solutions, intuition) among directors of the board of directors and managers and employees of the marketing department in private pharmaceutical companies and to identify the explanatory concepts and highlight the strength of the correlation, influence and contrast between the dimensions of the study  And its impact on marketing improvisation.

 The descriptive analytical approach was adopted in collecting and analyzing data, representing the field of study in private pharmaceutical companies (Gulf Walls, Dubai, Tigris). The study sample was represented by (54) managers and employees in the Marketing Department and the Board of Directors of the surveyed companies, and the questionnaire tool was adopted to collect data and then use  SPSS program for data analysis.

 The study reached a set of results, the most important of which are: the existence of a significant and effective correlation between (marketing vigilance, organizational memory, ability to build creative solutions, intuition) and marketing improvisation.