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IMPACT OF LOGISTICS ACTIVITIES FOR IMPROVING MARKETING PERFORMANCE VIA BAYESIAN QUANTILE REGRESSION: AN ANALYTICAL STUDY IN OMNNEA TELECOM IRAQ

Zaki Muhammad Abbas Bhaya, Fadel Hamid Hadi Alhusseini, Cristian Silviu Banacu and Basim Abbas Kraidy Jassmy

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2017, vol. 11, issue 1, 462-473

Abstract: The present article presents a study over the relationship between the logistic activities and marketing performance in Omnnea Telecom Iraq and focuses on the role of these activities in improving the marketing performance. This company is one of the companies which is characterized by using logistics system. For the current article, the study methodology includes a questionnaire for collecting the data and the program (R) in the package (quareg) for analyzing the collected data. The results of the empirical side of this study indicate that the logistics activities have an impact on the company's performance. The company needs higher responsiveness to market and higher quality of their products and services as well as shorter time and lower costs. The study reached a set of conclusions out of which the most important is the need to increase the effectiveness of the marketing activities in the company in general while activating the role of logistics activities in particular because of their importance in the provision of services, thus improving the marketing performance of the company.

Keywords: logistics activities; marketing performance; quantile regression model (search for similar items in EconPapers)
Date: 2017
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