A Master's Thesis at the University of Basrah Examines the Dimensions of Agile Marketing

A Master's Thesis at the University of Basrah Examines the Dimensions of Agile Marketing

A master's thesis at the College of Administration and Economics at the University of Basrah examined the dimensions of Agile Marketing and its impact on improving marketing creativity, and marketing capabilities for managing the relationship with the customer) - a descriptive and analytical study on a sample of medium and small companies in Basra Governorate.

The thesis of the researcher Ilaf Najmuddin Abdullah aims to analyze the impact of lean marketing on improving marketing creativity in the dynamic Iraqi market, with a focus on the role of marketing capabilities for managing the relationship with the customer as a moderating variable.

The researcher reached a set of recommendations, the most important of which is the need to pay attention to marketing capabilities for managing the relationship with the customer due to its importance in increasing customer loyalty.

Department of Media and Government Communication