ارائه چارچوبی برای نقش آفرینی بازاریابی در توسعه محلی با تمرکز بر عوامل کلیدی موفقیت

In the contemporary business environment, characterized by globalization, digital transformation, and an increasing emphasis on sustainability, marketing management plays a pivotal role in promoting local development. This approach positions marketing as a strategic tool for leveraging local potential, including natural resources, cultural heritage, and a young workforce. However, emerging economies such as Iraq face structural challenges, including political instability, financial constraints, and environmental issues, that affect local development. These challenges highlight the need to identify the key success factors in local marketing, where place branding and local marketing strategies position local communities as competitive offerings in global markets and facilitate the attraction of foreign direct investment (FDI). The primary objective of this study is to examine how marketing management can be integrated into sustainable local development strategies in Iraq, with a particular focus on key success factors. The study adopted a qualitative research approach using the Strauss and Corbin grounded theory methodology and was based on semi-structured interviews with experts, including academics, managers, and marketing professionals. Snowball sampling continued until theoretical saturation was reached, and the collected data were analyzed through three stages of coding: open, axial, and selective coding. The findings reveal a paradigmatic model comprising causal conditions (employment development and technological innovation), the central phenomenon (digital and brand-oriented marketing), contextual conditions (community participation and cultural adaptation), intervening conditions (local risks and government regulations), strategies (stakeholder engagement and performance monitoring), and consequences (economic growth, environmental protection, and social well-being). The study concludes that marketing, as a key success factor, not only strengthens local economic sustainability through market-oriented coordination and the strategic utilization of digital tools but also enhances long-term competitiveness by reducing project failure rates and overcoming structural challenges in emerging economies such as Iraq. Ultimately, this contributes to the sustainable and inclusive development of local communities.