The Role of the Innovative Marketin in Achieving Marketing Excellence, An Eploratory Study of the Opinions of a Sample of Employees in Government Banks in Duhok City

This research aims to identify the role of the dimensions of innovative marketing in achieving marketing excellence. The research problem has been formulated with several questions, most notably: Does innovative marketing have a role in achieving marketing excellence in government banks in Duhok City? The questionnaire was adopted as the primary tool for obtaining research data, and government banks in the city of Duhok were chosen as a field for research. The research sample was randomly selected from (48) employees working in the researched organizations. Data were analyzed by using the statistical program (SPSS). Finally; the research reached a set of conclusions, the most important of which is the presence of a significant effect of the dimensions of innovative marketing combined in achieving marketing excellence in the surveyed organizations. The research presented a set of recommendations consistent with these conclusions, the most important of which is that the surveyed organizations should be quick and proactive in offering all that is new and distinctive services to ensure their survival in the market and maintain and enhance their market share.