تأثير المزيج الترويجي في تحقيق الميزة التنافسية المستدامة للمنظمات الصناعية : بحث ميداني في مصفى الدورة

الملخص EN

Purpose-determine the impact of the promotional mix in achieving competitive advantage in industrial organizations.

Problem-indicated a clear deficiency in employing the dimensions of the marketing mix in ensuring a competitive advantage for the researched organization.

Design / methodology / approach- Al-Dora Refinery was selected as a field of application.

The sample was chosen by an intentional sample of (143) individuals in the Human Resources departments.

The questionnaire was adopted as a data acquisition tool that was prepared based on a set of ready-made standards after being subjected to a number of validity and reliability tests.

The statistical program (SPSS, V22) was used to enter and analyze study data.

Findings- The most prominent results reached are that there are a direct relationship and a positive effect of the marketing mix in achieving competitive advantage in surveyed organizations.