Evaluating the role of the marketing managers in the management process of marketing : the case of the textile industry in Jordan

Abstract EN

Studies on marketing managers in Jordan are rare, therefore, this study is considered of great importance.

It examines, quantitatively, the role of the marketing manager in the functions of the marketing management process in the context of the textile industry in Jordan.

A sample of 220 Jordanian textile manufacturers was selected at random, using a simple random sampling procedure, from the population of study (i.e., 309 Manufacturers).

Questionnaires were hand-delivered to their marketing managers.

This procedure resulted in a return of 168 questionnaires representing 168 textile manufacturers.

Of the returned questionnaires, 161 were usable and the other seven questionnaires were incomplete and, therefore, were neglected.

The findings of this study have indicated that those managers have a very weak role to play in analyzing, planning, organizing, implementing and controlling their firms’ marketing activities.

This will result in a negative impact on the manufacturer’s competitiveness locally and internationally.

Therefore, marketing managers of those manufactrers must be given their real roles in the marketing management process.