الإستراتيجية التنافسية والخصائص التنظيمية والسلوكية لدائرة التسويق وأثرها في الأداء التسويقي
Loading...
Files
Date
2010
Journal Title
Journal ISSN
Volume Title
Publisher
Université de M'sila
Abstract
The major purposes of this research
are: 1) studying the direct and indirect effect
of organizational strategy on marketing
performance, through marketing organization
characteristics and marketing organization
behavior, 2) studying the effect of marketing
organization characteristics and marketing
organization behavior on marketing
performance. By conducted an empirical
studied on Industrial companies located in
Sahab city in Jordan. In order to collected the
data, a questionnaire was designed and
distributed among the study sample (150)
organization. The data were analyzed by using
descriptive statistics, path analysis and factor
analysis.
The most important findings of the
study were: most of Jordanian companies
follow differentiation strategy, there is
indirect effect of differentiation strategy on
marketing performance through marketing
organization variables,. and there is indirect
effect of cost focus strategy on marketing
performance through organizational and
behavioral characteristics of marketing
department