إدراك مديري التسويق في شركات التأمين الأردنية لمفهوم التسويق الحديث : دراسة ميدانية

Abstract EN

This study aims at measuring the Marketing Managers' Perception of the modem marketing concept and its practical implications in the Jordanian Insurance Companies.

In addition, it measures the effects of a set of demographic variables on the level of that perception, in order to accomplish this study, a full survey has been applied by distributing a Questionnaire which was designed to satisfy the purpose of the study on the marketing managers in all Jordanian Insurance companies (17 company).

The Findings of the study showed that the marketing managers in those companies generally perceive the marketing concept.

The results also indicated that those managers perceive the importance of the consumer in designing and planning marketing policies & programs, and the importance of the existence of an efficient marketing Information System.

In contrast, the marketing managers don’t perceive the concept of profitability from marketing point of view which consider the consumers satisfaction as a source of that profitability in the king- run.

Also they don’t preceive the importance of the coordination between their departments & other departments in their companies.

Finally, The results assure the effects of the past experience and the attendance of the training programs on the managers’ perceptions of the marketing concept