The role of the supply chain in promoting innovative marketing for pharmaceutical companies in Baghdad

Abstract

The aim of the research was to identify whether the Iraqi pharmaceutical companies apply the supply chain according to the dimensions of the current research. Examine the relationship between supply chain and innovative marketing. As well as knowing whether there is a role for the supply chain in the process of innovative marketing. Where the researcher relied on the descriptive and quantitative approach in order to reach the main objective of the research, where 60 questionnaires were distributed to the study sample. The researcher has reached many results, most notably: The value of the correlation coefficient for the delivery dimension with the application of ideas is (0.977), which is also a very strong ratio at a significant value (0.000), and this confirms the existence of an excellent significant correlation between this dimension and after the application of ideas as one of the dimensions of the dependent variable. Innovative Marketing. The current research had many recommendations, including: Paying more attention to the planning aspect of the supply chain in the pharmaceutical companies under study, in order to implement it in the correct application. This could be primarily the purchasing department and the marketing department, with the participation of the active departments that have a role in the supply chain in pharmaceutical companies. Also, paying more attention to the productive side, as it has a role in the supply chain process and contributes to promoting innovative marketing, which benefits the pharmaceutical companies under study.