Abstract

THE IMPACT OF VISIONARY LEADERSHIP ON ACHIEVING CREATIVE MARKETING - FIELD RESEARCH

MOHAMMED QAHTAN HAMID, Prof. Dr. Abdul Razzaq Ibrahim Al – Sheikhly

Volume: 9 Issue: 4 2019

Abstract:

The aim of this research is to demonstrate the impact of visionary leadership as an independent variable in achieving Creative marketing as a dependent variable, The descriptive analytical approach was used to complete this research, A deliberate intentional sample was selected, (136) of the research community of (143) senior officials and decision makers, The questionnaire was used as a key tool in the research, The researcher used the interview as a secondary tool in promoting research answers, Data were processed using the statistical program (SPSS 24, AMOS 23), The research has reached a number of conclusions, the most important of which is the validity of research hypotheses at the micro and macro level, which proves the relationship of influence between visionary leadership and Creative marketing, Based on the results of the test hypotheses as it turns out that vision is the most influential dimension of Creative marketing among the other dimensions of visionary leadership, The research came out with a number of recommendations and the most prominent is the need to pay attention to the process of communication in various directions within the company, And increase the interest in competencies and expertise by providing training programs and workshops that will contribute to the development of their expertise, The organization should give the subordinates enough freedom to exchange views and ideas, As well as the need to introduce modern technology in the production lines used by various organizations of the world.

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