Investigating the Impact of Marketing Audit on Marketing Effectiveness: An Application on Manufacturing Companies in Egypt
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | Elkafrawi, Elsayed Mansour (Author) |
| مؤلفين آخرين: | Elsamadicy, Ahmed Moussa (Advisor) , Gaber, Hazem Rasheed (Advisor) , Solima, Karim Mohamed (Advisor) |
| المجلد/العدد: | مج14, ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2023
|
| الشهر: | أكتوبر |
| الصفحات: | 260 - 302 |
| ISSN: |
2090-3782 |
| رقم MD: | 1505034 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Marketing Effectiveness | Marketing Audit | Marketing Environment | Marketing Strategy | Marketing Organizational Issues | Marketing Systems in Use | Levels of Marketing Productivity | Marketing Functions
|
| رابط المحتوى: |
عدد مرات التحميل
4
| المستخلص: |
The aim of this research is to investigate the impact of marketing audit in terms of the marketing environment, current marketing strategy, marketing organizational issues, marketing systems in use, levels of marketing productivity, and marketing functions on marketing effectiveness, this will be in the context of manufacturing companies in Egypt. primary data was collected through a questionnaire distributed online and physically with the managers of the targeted sample of manufacturing companies in Egypt. Data collected has been validated and analyzed through validity tests, reliability tests, normality tests, correlation analysis, regression analysis, and descriptive statistics. the results found that there is no significant relationship between marketing environment and marketing effectiveness while found a positive relationship between (current marketing strategy, marketing organizational issues, marketing systems in use, levels of marketing productivity, and marketing functions) on marketing effectiveness. these results are consistent with the previous literature except for the first hypothesis - which is marketing environment audit – which is not consistent with the previous literature. this research will help the marketers and practitioners in Egypt to better understand of antecedents of (the marketing environment, current marketing strategy, marketing organizational issues, marketing systems in use, levels of marketing productivity, and marketing functions which could help to upgrade the performance of marketing in the manufacturing companies and be more effective and competitive. |
|---|---|
| ISSN: |
2090-3782 |
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