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Abstract

Customer Capital and its Role on Promoting Entrepreneurial Marketing: The Case of Small and Medium Enterprises in Iraq

Mohammed Yasir

Istanbul Gelısım Unıversıty Instıtute Of Graduate Studıes, Turkey

Dr. Pinar Bacaksiz

Istanbul Gelısım Unıversıty Instıtute Of Graduate Studıes, Turkey

46-59 Vol: 13, Issue: 2, 2023
Receiving Date: 2023-03-18
Acceptance Date: 2023-05-24
Publication Date: 2023-05-24
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http://doi.org/10.37648/ijtbm.v13i02.004

Abstract

This research examines the role of the customer capital through its three dimensions (market intelligence, customer
delight and customer loyalty) on entrepreneurial marketing.
The empirical study of this research was used in Iraq, Baghdad, on small and medium -sized enterprises, and the
questionnaires were the researchers who randomly chose 60 from small and medium enterprises to distribute 400
questionnaires to employees and about 21 of these questionnaires were invalid, after collecting the data, it was
analyzed to show the relationship between the factors.
The results of this study showed that there is an effect on the customer capital in the entrepreneurial marketing, and
the hypotheses of this study have been supported in conducting more research in other countries and the other legal
form to work to generalize the results(2)
.

Keywords: Customer capital; entrepreneurial marketing; opportunity orientation.

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