Holistic Marketing and its Role in Enhancing Organizational Sustainability an Exploratory Study of the Opinions of a Sample of Workers in a Men’s Clothing Factory in Najaf

The research aims to explore the role that holistic marketing can play in enhancing organizational sustainability management, given that holistic marketing activities have an essential role in contributing to strengthening the foundations of organizational sustainability in organizations and improving their competitive position by relying on a set of activities and procedures that enable them to achieve that success. Four dimensions were relied upon to measure the independent variable, holistic marketing, which are (relationship marketing, integrated marketing, internal marketing, and performance marketing). The research also relied on three dimensions to measure the dependent variable, organizational sustainability, which are (the economic, social, and environmental dimensions). The men's clothing factory in Najaf Governorate was chosen to be a field for research, and (79) of its employees were selected as a sample for the study. Questionnaire forms were distributed to them, on which the necessary statistical analysis methods were conducted using electronic and statistical programs (SPSS.v.23) (Excel, 2010) to access search results.
The research reached a set of conclusions, the most prominent of which is that holistic marketing activities can contribute effectively to enhancing the organizational sustainability of the organization under study. The research made some recommendations, the most notable of which was the need to increase the interest of the management of the research organization in holistic marketing activities to enhance its organizational sustainability and maintain its competitive position in the industrial sector.