Abstract
This study aimed to analyze the impact of holistic marketing dimensions (integrated marketing, internal marketing, and relationship marketing) on achieving organizational success in Iraqi banks. To achieve the study's objectives, a descriptive-analytical approach was adopted. A questionnaire consisting of (30) items was designed as the primary tool for collecting data from a purposive sample of (80) male and female bank employees.
The validity and reliability of the instrument were tested using Cronbach's Alpha, with the total value reaching (0.829), a value indicating a high level of reliability. The study relied on a set of statistical methods to analyze the data using SPSS, most notably: percentages, frequencies, arithmetic means, standard deviation, and descriptive analysis of the study variables.
The results showed relatively high levels of application of holistic marketing dimensions, indicating managerial awareness of the importance of these dimensions in achieving organizational success. However, there were some discrepancies in the evaluation of certain items, indicating opportunities for improvement.
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