The Effect of the Promotional Mix in Achieving Competitive Advantage in Industrial Organizations

  • رسل سلمان نعمة
  • احمد عبد محمود الجنابي
  • مصطفى محمود محمد

Abstract

Purpose – determine the impact of the promotional mix in achieving competitive advantage in industrial organizations.

Problem- indicated a clear deficiency in employing the dimensions of the marketing mix in ensuring a competitive advantage for the researched organization.

Design/methodology/approach – Al-Dora Refinery was selected as a field of application. The sample was chosen by an intentional sample of (143) individuals in the Human Resources departments. The questionnaire was adopted as a data acquisition tool that was prepared based on a set of ready-made standards after being subjected to a number of validity and reliability tests. The statistical program (SPSS, V22) was used to enter and analyze study data.

Findings – The most prominent results reached are that there are a direct relationship and a positive effect of the marketing mix in achieving competitive advantage in surveyed organizations.

 

Published
2020-06-30
How to Cite
نعمةر., الجنابيا. and محمدم. (2020) “The Effect of the Promotional Mix in Achieving Competitive Advantage in Industrial Organizations”, Journal of Economics and Administrative Sciences, 26(120), pp. 261-280. doi: 10.33095/jeas.v26i120.1916.
Section
Managerial Researches