The Effect of Marketing Culture and Marketing Agility in Achieving Marketing Success: An Applied Study in Iraqi private Hotels

The present research explores the combined effects of marketing culture and marketing agility on marketing success, a relationship that has not been extensively studied in previous researches. The research aims to demonstrate the impact of marketing culture and marketing agility in achieving marketing success, where opportunities can be taken advantage of to enable organizations to seize new opportunities before competitors, and reduce risks through rapid adaptation in reducing the risks associated with sudden changes in the market, as well as promoting growth, marketing culture and marketing agility contribute to increasing market share and achieving sustainable growth and thus achieving for catalog success. The research population is represented by managers, board members and department managers in the Iraqi private hotels, either the research sample was selected from them a sample consisting of (122) persons, where a questionnaire form was created in accordance with the research's goals and hypotheses, and the forms were given to the sample, and (120) forms were retrieved subject to statistical analysis, i.e. the percentage of retrieval of questionnaire forms was (98.36%). The research reached several conclusions, the most important of which was that one of the most important aspects of achieving marketing success is setting clear and realistic goals and objectives that align with the overall vision and strategy of the business. Without a clear direction and goal, marketing efforts may be lost or become ineffective.