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أثر الذكاء التسويقي على تدعيم عملية الابتكار : دراسة مقارنة بين مؤسسات الأعمال الخدمية لدى الأردن و السعودية
Other Title(s)
The impact of marketing intelligence on enhancing innovation : a comparative study between service sector firms in Jordan and Saudi Arabia
Author
Source
مجلة جامعة الشارقة للعلوم الإنسانية و الاجتماعية
Issue
Vol. 17, Issue 2 (31 Dec. 2020), pp.233-270, 38 p.
Publisher
Publication Date
2020-12-31
Country of Publication
United Arab Emirates
No. of Pages
38
Main Subjects
Financial and Accounting Sciences
Abstract EN
This study aimed at determining the effect of applying marketing intelligence on enhancing innovation in service institutions in Jordan and Saudi Arabia.
The study also aimed at determining statistic differences in the use of such concepts as “Intelligence” and “Innovation” in the service sector in both compared countries.
The research population consists of most of large companies working in service sector such as: national commercial banks, insurance companies, telecommunications companies and private hospitals.
The comprehensive survey was adopted to cover companies working in Amman and Riyadh cities.
The study sample consisted of managers (or their deputies) working in the departments of marketing, sales, customer care and product developing.
The study showed that the level of marketing intelligence and innovation are highly and moderately applied in the Jordanian sample respectively, whereas such two concepts are highly applied in the Saudi sample.
It also indicates that there is a positive impact of marketing intelligence on innovation in businesses in Jordan and Saudi Arabia.
The study also showed that there are no statistical differences in applying marketing intelligence and innovation in businesses in both compared countries.
In addition, all hypotheses about the impact of marketing intelligence on innovation are proved.
Finally, the study recommends and suggests some marketing implications that encourage applying marketing intelligence in business firms in both Jordan and Saudi Arabia
American Psychological Association (APA)
النسور، إياد عبد الفتاح علي. 2020. أثر الذكاء التسويقي على تدعيم عملية الابتكار : دراسة مقارنة بين مؤسسات الأعمال الخدمية لدى الأردن و السعودية. مجلة جامعة الشارقة للعلوم الإنسانية و الاجتماعية،مج. 17، ع. 2، ص ص. 233-270.
https://search.emarefa.net/detail/BIM-1256926
Modern Language Association (MLA)
النسور، إياد عبد الفتاح علي. أثر الذكاء التسويقي على تدعيم عملية الابتكار : دراسة مقارنة بين مؤسسات الأعمال الخدمية لدى الأردن و السعودية. مجلة جامعة الشارقة للعلوم الإنسانية و الاجتماعية مج. 17، ع. 2 (كانون الأول 2020)، ص ص. 233-270.
https://search.emarefa.net/detail/BIM-1256926
American Medical Association (AMA)
النسور، إياد عبد الفتاح علي. أثر الذكاء التسويقي على تدعيم عملية الابتكار : دراسة مقارنة بين مؤسسات الأعمال الخدمية لدى الأردن و السعودية. مجلة جامعة الشارقة للعلوم الإنسانية و الاجتماعية. 2020. مج. 17، ع. 2، ص ص. 233-270.
https://search.emarefa.net/detail/BIM-1256926
Data Type
Journal Articles
Language
Arabic
Notes
يتضمن مراجع ببليوجرافية : ص. 266-269
Record ID
BIM-1256926