Abstract:
The study aims at understanding the basic concepts of the marketing
process and the culture of quality management and demystification associated
with themˬ and then shed light on the relationship between them and the role
played by the culture of quality management in enhancing and improving the
efficiency of the marketing process.
In this studyˬ the study began with the hypothesis that there is an impact
on the efficiency of the marketing process in the economic institution (emphasis
on customerˬ leadershipˬ employee involvementˬ process approachˬ
improvementˬ decision making based on facts and managing profitable
relationships with stakeholders). In order to answer this problemˬ the study used
the descriptive method in the theoretical aspect of the studyˬ where it sheds light
on the theoretical and practical background of the concepts related to the
marketing process and the culture of quality management as one of the most
important approaches that contribute to the enhancement and improvement of
KFA The marketing processˬ in support of the theoretical side and the projection
of it on the ground A field study was conducted at the cement company Ain al Touta The commercial unit was designed to test the hypotheses of the study and
try to answer them using the case study methodologyˬ where we tried to
diagnose the marketing process and the quality management course in the
company studied through review The reality of the marketing process and the
relationship between them and the impact of them and the foundations of the
culture of quality management.
The study concluded that adopting a quality management culture
contributes to enhancing the efficiency of the marketing process in the economic
institution by increasing customer loyaltyˬ increasing market shareˬ increasing
profitsˬ reducing costs and improving financial performance.
