اثر مستوى تطبيق التدقيق التسويقي على اداء الشركات الصناعية الأردنية المساهمة العامة

Résumé: This study aimed at investigating the impact of Marketing Audit on the performance of Jordanian Industrial corporations. The study population consisted of marketing managers in Jordan industrial corporations enrolled in Amman Stock Exchange. A random sample has been selected from 92 Jordan corporations. A questionnaire was designed and distributed over the marketing managers or their representatives. 58 questionnaires had been collected; therefore, response rate is 63% . The study concluded the following: There is interest in the application of marketing audit Jordan Industrial Corporations. There was significant statistical relationship between the level of marketing audit and performance of Jordanian Industrial corporations. And there were no significant differences in the effect of marketing audit on performance of Jordanian Industrial corporations according to company experience . There are also obstacles that limit the use of marketing audit in Jordanian Industrial corporations, most notably the lack of awareness of senior management about the importance of marketing audit

Publié dans la revue: مجلة الإقتصاد و المجتمع