Research Abstract
Thee organizations today live in the era of marketing, where the issue of effective marketing is the focus of the concerns of all organizations of all kinds, given the important role that the marketing activity plays as a determinant of the organizations’success. Marketing is a link between the organization and the society in which it operates. The goal of marketing has become to play two different roles, namely, trying to maintain existing customers, trying to discover new customers, and at the same time working to satisfy them, and this does not come except through adopting modern trends in marketing, the real challenge for anybody or organization is not to produce and provide products and services Rather, the ability to employ modern technologies in the field of its activities to achieve excellence, and thus enhance its ability to meet the needs and requirements of customers (2: 63) Therefore, organizations of various types and sizes seek to achieve excellence in order to ensure its growth, continuity and survival, and thus the topic of marketing excellence has received great attention from researchers, as some have considered it a strategic goal of the organization, and achieving marketing excellence requires the availability of a set of means, including managing the relationship with clients (CRM), Which is also becoming an important topic in light of the transition to knowledge economics and the technological development witnessed in the world covering most areas of life, and affected by business organizations directly or indirectly.(1: 52) In light of the developments witnessed by the world today, and in light of
