نوع المستند : المقالة الأصلية
المؤلفون
1
Doctorate Researcher at Arab academy for science
2
Professor in marketing, vice dean for education affairs college of management and technology Arab academy for science, technology, and maritime transport -Alexandria
3
Associate Professor in Marketing, College of Management and Technology, Arab Academy for Science, technology, and maritime transport (AASTMT)
4
Associate Professor of Logistics and supply chain. college of international transport & Logistics, Arab Academy for Science, technology, and maritime transport (AASTMT)
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.
الكلمات الرئيسية
الموضوعات الرئيسية
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