The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city

Other Title(s)

الأثر الوسيط للقدرات التسويقية في العلاقة بين المعرفة التسويقية و الإبداع التسويقي في وكالات الإعلان في مدينة عمان

Dissertant

Durrah, Nur Muhammad al-Shaykh

Thesis advisor

al-Rabii, Layth Salman

Comitee Members

al-Mahamid, Suud
al-Zubi, Fayiz Hamad

University

Middle East University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2014

English Abstract

This study aimed to examine the mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city.

In order to achieve the objectives of the study, the researcher designed a questionnaire consisting of (42) statements to gather the primary data from the study sample which consists of (General manager, Department manager, Head of department) or any position involved in marketing activities who work in advertising agencies in Amman.

(140) questionnaires were distributed to (36) agency, but (103) answered questionnaires were retrieved, of which (5) were invalid, Therefore, (98) answered questionnaires were valid for the study.

The data collected from the responses of the study questionnaire were used through Statistical Package for Social Sciences (SPSS Ver.21) and Amos Ver.21 for analysis.

The study indicated that there is a significant statistical indirect effect of marketing knowledge on marketing innovation through marketing capabilities as a mediator in advertising agencies in Amman, Also there is a significant statistical direct effect of knowledge protection process on marketing innovation, and there is a significant statistical direct effect of knowledge acquisition process, conversion process and protection process on marketing capabilities, Finally there is a significant statistical direct effect of marketing management on marketing innovation in advertising agencies in Amman.

Main Subjects

Marketing

Topics

No. of Pages

110

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Introduction.

Chapter Two : Theoretical framework and previous studies.

Chapter Three : Methods and procedures.

Chapter Four : Analysis of the results and hypotheses testing.

Chapter Five : Results discussion and conclusions, recommendations.

References.

American Psychological Association (APA)

Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513

Modern Language Association (MLA)

Durrah, Nur Muhammad al-Shaykh. The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University. (2014).
https://search.emarefa.net/detail/BIM-697513

American Medical Association (AMA)

Durrah, Nur Muhammad al-Shaykh. (2014). The mediating effect of marketing capabilities in the relationship between marketing knowledge and marketing innovation in advertising agencies in Amman city. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697513

Language

English

Data Type

Arab Theses

Record ID

BIM-697513