HUMAN RESOURCES AUTHENTICITY AND THEIR ROLE IN THE SUCCESS OF INSIGHTS-DRIVEN MARKETING

Abstract

The main idea of ​​the research is to diagnose the nature of the impact. exerted by Human Resources authenticity on the success of insights-driven marketing applications within the Islamic Advisor Bank, as human resources and their originality constitute the main engine for all successes achieved by organizations in their various fields, of which marketing is one of them. The research problem indicates, that there is a lack of realization of the nature of the relationship that combines these two variables within the bank under study. Accordingly, the importance of the research was represented in proposing mechanisms that would address this problem and address it, In order to achieve the research objectives, the descriptive analytical approach was used in its completion. In its theoretical and practical aspects, as the nature of the relationship between these two variables was studied in all its aspects, and to collect data The questionnaire was designed based on several ready-made scales after adapting them. through validity and reliability tests to suit the local environment, It was distributed to a sample of (26) individuals working at the Islamic Advisor Bank. The researchers also relied on some statistical methods available within the ready-made program (SPSS-V21), A set of results was reached that confirmed the validity of the research hypotheses. Within its framework, several conclusions were drawn and several recommendations were proposed, stressing the need to benefit from Experiences of developed countries in the field of human resources and marketing, and to try to benefit from their results in the Iraqi environment.