The role of reverse marketing strategies in achieving sustainable development/Exploratory study of the opinions of a sample of employees of the Baghdad Soft Beverages Company
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Abstract
The aim of the research is to study reverse marketing and its role in achieving sustainable development for the opinions of a sample of workers in the Baghdad Soft Drinks Company, by measuring the impact and testing the relationship between reverse marketing and sustainable development, and the research adopted the descriptive
analytical approach, in order to reach the results, The research sample was selected from the individuals working in the Baghdad Company for Soft Drinks, as (90) questionnaires were distributed, from which (77) valid forms were retrieved for statistical analysis, and the results were reached using the statistical program (SPSS). The study came out with a set of conclusions, the most important of which was the existence of a significant correlation and impact between reverse marketing strategies and sustainable development at the macro level and at the level of sub-dimensions. As for the recommendations, the study recommends the need to develop and adopt reverse marketing strategies in the research sample company because of its clear role in achieving outstanding performance that enables the company to achieve sustainable development.
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