Information Technology and Its Role in Raising The Efficiency of Marketing Performance - Field Research at The General Company for Vegetable Oils Manufacturing in The Iraqi Capital – Baghdad

Abstract

The current research addresses both information technology and its role in raising the efficiency of marketing performance by defining the role of information technology represented by (hardware components - software - communication networks - human resources), and its role in raising the efficiency of marketing performance in the General Company for Vegetable Oils Manufacturing in the Iraqi capital - Baghdad, and in general, the research attempted to answer the following question:

- What is the role of information technology in raising the efficiency of marketing performance?

To achieve this goal, the researchers prepared a questionnaire and distributed it to the research sample. (60) questionnaires were subjected to analysis using the statistical program (SPSS), and the research reached the most important conclusions: The results showed that information technology with all its components has an important role in raising the efficiency of marketing performance. The research included the following topics:

The first domain: Research methodology.

The second domain: A conceptual framework for information technology.

The third domain: A conceptual framework for marketing performance.

The fourth domain: The practical aspect.

The fifth domain: Conclusions and proposals.