MASTER'S THESIS AT THE UNIVERSITY OF BASRAH EXAMINES (THE DIMENSIONS OF AGILE MARKETING AND ITS IMPACT ON IMPROVING MARKETING CREATIVITY, MARKETING CAPABILITIES FOR MANAGING THE RELATIONSHIP WITH THE CUSTOMER)
A master's thesis in the Department of Business Administration at the College of Administration and Economics at the University of Basrah on Sunday 16/2/2025, examined (the dimensions of agile marketing and its impact on improving marketing creativity, marketing capabilities for managing the relationship with the customer) - a descriptive analytical study on a sample of medium and small companies in Basrah Governorate
The researcher's thesis (Ilaaf Najmuddin Abdullah) aims to analyze the impact of agile marketing in 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 because of its importance in increasing customer loyalty.