تأثير الكفايات التسويقية على الأداء التسويقي في شركات الأدوية الأردنية
Other Title(s)
The impact of marketing competencies on marketing performance in Jordanian pharmaceutical companies
Joint Authors
عماد يوسف مسعود
أدهم أحمد كنعان
Source
المجلة العالمية للاقتصاد و الأعمال
Issue
Vol. 9, Issue 1 (31 Aug. 2020), pp.23-36, 14 p.
Publisher
Refaad Center for Studies and Research
Publication Date
2020-08-31
Country of Publication
Jordan
No. of Pages
14
Main Subjects
Abstract EN
This study aimed to investigate the effect of marketing competencies which include (product development competency, marketing research competency, marketing services competency, pricing competency, promotion competency, and brand competency) on marketing performance (market share, and customer satisfaction) in Jordanian pharmaceutical companies.
The study sample consists of managers and heads sections of marketing departments in Jordanian pharmaceutical companies.
The results of the study showed that there was an effect of all marketing competencies on marketing performance in the Jordanian pharmaceutical companies, and (branding competency, promotion competency, and product development competency) were the most marketing competencies affecting marketing performance.
Results also revealed that branding competency was the most marketing competencies affecting market share, while branding competency and promotion competency were the most marketing competencies affecting customer satisfaction.
It was also found there is no difference in marketing performance due to demographic variables (gender, experience, education, specialization, and job).
The study recommended Jordanian pharmaceutical companies to improve the branding competency because it was the most marketing competencies affecting market performance and enhancing the role of the brand in promoting pharmaceutical products inside and outside Jordan.
American Psychological Association (APA)
عماد يوسف مسعود وأدهم أحمد كنعان. 2020. تأثير الكفايات التسويقية على الأداء التسويقي في شركات الأدوية الأردنية. المجلة العالمية للاقتصاد و الأعمال،مج. 9، ع. 1، ص ص. 23-36.
https://search.emarefa.net/detail/BIM-1272127
Modern Language Association (MLA)
عماد يوسف مسعود وأدهم أحمد كنعان. تأثير الكفايات التسويقية على الأداء التسويقي في شركات الأدوية الأردنية. المجلة العالمية للاقتصاد و الأعمال مج. 9، ع. 1 (آب 2020)، ص ص. 23-36.
https://search.emarefa.net/detail/BIM-1272127
American Medical Association (AMA)
عماد يوسف مسعود وأدهم أحمد كنعان. تأثير الكفايات التسويقية على الأداء التسويقي في شركات الأدوية الأردنية. المجلة العالمية للاقتصاد و الأعمال. 2020. مج. 9، ع. 1، ص ص. 23-36.
https://search.emarefa.net/detail/BIM-1272127
Data Type
Journal Articles
Language
Arabic
Notes
يتضمن ملحق : ص. 35-36
Record ID
BIM-1272127