الفهرس 
ملخص الرسالةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study aimed to investigate the relationship between Strategic Orientations (Customer Orientation, Technology Orientation, and Learning Orientation) and Marketing Performance through the Marketing Capabilities as a mediator, in Libyan public commercial banks. Using data was collected by a questionnaire designed for this purpose, and distributed to a sample of 207 managers in Libyan public commercial banks. For primary data analysis, Pearson correlation coefficient and Path analysis were used. The results show that there is a positive significant correlation between customer orientation, technology orientation, learning orientation, service development, pricing, marketing communications, profitability, and market share. Also, they show that there is a positive significant impact of customer orientation, technology orientation, and learning orientation on Marketing Capabilities (Service development, Pricing, and Marketing Communications). As well as they show that there is a positive significant impact of Marketing Capabilities on Marketing Performance. The results show also that there is a positive significant impact of Customer Orientation, Technology Orientation, and Learning Orientation on Marketing Performance. Therefore, the study found that the positive significant impact of Customer Orientation, Technology Orientation, and Learning Orientation on Marketing Performance increase when mediating Marketing Capabilities.