Proactive marketing and its impact on improving the innovative value

Besides the serious impacts of the recession on the performance of institutes and organizations,it can seriously affect the survival of companies. However, not all of thecompanies are equally affected by the recession. In fact, some institutes can even experience better conditions in markets during recessions. Previous studies and researchesonmarketing during economic crises, specifically about proactive marketing, suggest that some institutes see the recession as an opportunity and they develop an accordingly aggressive marketing reaction, while others cut back and passively wait for the end of the recession.The term 'proactive marketing'is used to represent the strategic reactions of institutes toa recession, or more generally, to a turbulent environment.It is determined that proactive marketing is an important factor for institutes to create a strategy and accordingly react to recessions.A model is specifically established on the basis of previous knowledge in the scope of this study; consequences of proactive marketing during a recessionare analyzed and the model is carefully tested. The concept of added value, perceived as a proactive instrument in this study, will certainly contribute to the value of the institute efficiently using it; and by this way, the institute will usually move one step beyondthe other institutes functioning in the same market. At that point, it should be noted that such institutes with proactive approaches will eventually increase the level of competitionbetween organizations in the same market. On the basis of this data, it can be said that organizations functioning in these competitive markets should prioritize proactive strategies for ensuring their existence. The basic goal of this research is to investigate the effects of proactive marketing on the possibility of adding to the innovative value of private institutes; the analysis is based ona specific questionnaire issued by the administrative leadership of private institutes in Duhok Governorate for analyzingproactive marketing strategies adaptation level of these institutes. Therefore, the obtained results can be generalized and adapted by all of the private institutes. The data obtained from the study will be analyzed to obtain useful results by using the links between the research variables and the regression analysis. A number of conclusions in line with the problem of the study and its objectives are presented to the readers to understand and analyze the effects of proactive marketing on institutional values. The study, on the other hand, presents a number of suggestions on the basis of the findings obtained through the research process. According to research, proactive marketing strategies are highly important for technical institutions. Keywords:Proactive Marketing, Innovative Value, Marketing Strategies, Proactive Marketing Dimension