Abstract
The Purpose of this paper is 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.
DOI
10.33095/jeas.v26i120.1916
Subject Area
Managerial
First Page
261
Last Page
280
Rights
http://creativecommons.org/licenses/by-nc-nd/4.0
Recommended Citation
Na'meh, R. S., M. Al-Janabe, A. A., & Al-Somaidaee, M. M. (2020). The Effect of the Promotional Mix in Achieving Competitive Advantage in Industrial Organizations. Journal of Economics and Administrative Sciences, 26(120), 261-280. https://doi.org/10.33095/jeas.v26i120.1916
