The Role Of Strategic Planning For Human Resources In Improving Marketing Performance

Abstract
The Role Of Strategic Planning For Human Resources In Improving
Marketing Performance: An Exploratory Study Of The Opinions Of A
Sample Of Employees Of Some Furniture Companies In The City Of Erbil
The current study aims at analyzing the correlation and the role of strategic planning for human resources for research furniture companies, represented by its dimensions: formulation of the strategic plan, implementation of the strategic plan, and evaluation of the strategic plan for human resources in the dimensions of marketing performance represented by market share, customer satisfaction, and
sales .The general framework of the study represents the problem of the study, which identified, with its effects, several questions about the nature of the correlation, impact and variance between the independent variable strategic planning for human resources and the dependent variable approved and marketing performance, and among the most prominent of these questions: Is there a correlation between planning strategic human resources and marketing performance in the surveyed furniture companies? What is the role of strategic
planning for human resources on marketing performance in the surveyed furniture companies? In order to achieve the objectives of the study and answer these questions, a set of hypotheses was designed for the study, which expressed four main hypotheses and then the sub-hypotheses stemming from them .The study adopted the descriptive analytical approach, as the main and sub-variables were
described, as well as to analyze the relationships and influence between the variables. The number of surveyed companies was 152 managers and head of the department, while the number of respondents reached 110. The hypotheses were tested through a set of analyses and statistical tests using the statistical analysis program, namely SPSS.The study reached a set of conclusions and proposals,
including the results of the analysis of the questionnaire form on the presence of high consistency between the main and sub-variables of the study, and the correlation was significant and positive between the two variables and their dimensions at the micro and macro level, and the correlation was significant and positive between the evaluation dimension: The strategic plan for human resources and sales, and had the strongest effect between the evaluation of the strategic plan for human resources and marketing performance. The need to establish a unit specialized in the strategic planning process, and to allocate a
department concerned with strategic planning for human resources at the company level, and the need to link the strategic plan for human resources with the strategic plan of the surveyed furniture companies until the completion of the system for achieving the strategic goals drawn for companies.

Keywords: Strategic Planning for Human Resources, Marketing Performance.