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337517

Investigating the impact of marketing audit on marketing effectiveness: An application on manufacturing companies in Egypt

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Last updated: 24 Dec 2024

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إدارة الأعمال

Abstract

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.

DOI

10.21608/jces.2023.337517

Keywords

marketing effectiveness, marketing audit, marketing environment, marketing strategy, marketing organizational issues, marketing systems in use, levels of marketing productivity, marketing functions

Authors

First Name

Elsayed

Last Name

Mansour Elkafrawi

MiddleName

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Affiliation

Doctorate Researcher at Arab academy for science

Email

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City

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Orcid

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First Name

Ahmed

Last Name

Moussa ElSamadicy

MiddleName

-

Affiliation

Professor in marketing, vice dean for education affairs college of management and technology Arab academy for science, technology, and maritime transport -Alexandria

Email

-

City

-

Orcid

-

First Name

Hazem

Last Name

Rasheed Gaber

MiddleName

-

Affiliation

Associate Professor in Marketing, College of Management and Technology, Arab Academy for Science, technology, and maritime transport (AASTMT)

Email

-

City

-

Orcid

-

First Name

Karim

Last Name

Mohamed Solima

MiddleName

-

Affiliation

Associate Professor of Logistics and supply chain. college of international transport & Logistics, Arab Academy for Science, technology, and maritime transport (AASTMT)

Email

-

City

-

Orcid

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Volume

14

Article Issue

4

Related Issue

45560

Issue Date

2023-10-01

Receive Date

2023-10-01

Publish Date

2023-10-30

Page Start

260

Page End

302

Print ISSN

2090-3782

Link

https://jces.journals.ekb.eg/article_337517.html

Detail API

https://jces.journals.ekb.eg/service?article_code=337517

Order

38

Type

المقالة الأصلية

Type Code

986

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات التجارية والبيئية

Publication Link

https://jces.journals.ekb.eg/

MainTitle

Investigating the impact of marketing audit on marketing effectiveness: An application on manufacturing companies in Egypt

Details

Type

Article

Created At

24 Dec 2024