The Effect of the Promotional Mix in Achieving Competitive Advantage in Industrial Organizations
DOI:
https://doi.org/10.33095/jeas.v26i120.1916Keywords:
Promotional Mix, Competitive Advantage, Creative Culture, Core Capabiliti, المزيج الترويجي، الميزة التنافسية المستدامة، الثقافة الابداعيةAbstract
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.
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