The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city
العناوين الأخرى
الأثر الوسيط للقدرات التسويقية في العلاقة بين المعرفة التسويقية و الإبداع التسويقي في وكالات الإعلان في مدينة عمان
مقدم أطروحة جامعية
Durrah, Nur Muhammad al-Shaykh
مشرف أطروحة جامعية
أعضاء اللجنة
al-Mahamid, Suud
al-Zubi, Fayiz Hamad
الجامعة
جامعة الشرق الأوسط
الكلية
كلية الأعمال
القسم الأكاديمي
قسم إدارة الأعمال
دولة الجامعة
الأردن
الدرجة العلمية
ماجستير
تاريخ الدرجة العلمية
2014
الملخص الإنجليزي
This study aimed to examine the mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city.
In order to achieve the objectives of the study, the researcher designed a questionnaire consisting of (42) statements to gather the primary data from the study sample which consists of (General manager, Department manager, Head of department) or any position involved in marketing activities who work in advertising agencies in Amman.
(140) questionnaires were distributed to (36) agency, but (103) answered questionnaires were retrieved, of which (5) were invalid, Therefore, (98) answered questionnaires were valid for the study.
The data collected from the responses of the study questionnaire were used through Statistical Package for Social Sciences (SPSS Ver.21) and Amos Ver.21 for analysis.
The study indicated that there is a significant statistical indirect effect of marketing knowledge on marketing innovation through marketing capabilities as a mediator in advertising agencies in Amman, Also there is a significant statistical direct effect of knowledge protection process on marketing innovation, and there is a significant statistical direct effect of knowledge acquisition process, conversion process and protection process on marketing capabilities, Finally there is a significant statistical direct effect of marketing management on marketing innovation in advertising agencies in Amman.
التخصصات الرئيسية
الموضوعات
عدد الصفحات
110
قائمة المحتويات
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Introduction.
Chapter Two : Theoretical framework and previous studies.
Chapter Three : Methods and procedures.
Chapter Four : Analysis of the results and hypotheses testing.
Chapter Five : Results discussion and conclusions, recommendations.
References.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Durrah, Nur Muhammad al-Shaykh. The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University. (2014).
https://search.emarefa.net/detail/BIM-697513
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513
لغة النص
الإنجليزية
نوع البيانات
رسائل جامعية
رقم السجل
BIM-697513
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر