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The Impact of Marketing Audit on Org...

Al Saied. Suliman, Asem M.Achraf.

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The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman./
Author:	Al Saied. Suliman, Asem M.Achraf.
Description:	135 p.
Notes:	Source: Masters Abstracts International, Volume: 55-02.
Contained By:	Masters Abstracts International55-02(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1604995
ISBN:	9781339299488

The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman.
Al Saied. Suliman, Asem M.Achraf.

The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman. - 135 p.

Source: Masters Abstracts International, Volume: 55-02.

Thesis (M.Sc.)--Applied Science Private University (Jordan), 2015.

This study aimed to identify the extent of applying marketing audit concepts in practice of the private hospitals in Amman, to examine the impact of applying marketing audit concepts on enhancing marketing performance of the private hospitals in Amman, and to investigate the constraints that may limit the application of marketing audit in practice of the private hospitals in Amman.

ISBN: 9781339299488Subjects--Topical Terms:

536353
Marketing.

The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman.
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020 $a 9781339299488
035 $a (MiAaPQ)AAI1604995
035 $a AAI1604995
040 $a MiAaPQ $c MiAaPQ
100 1 $a Al Saied. Suliman, Asem M.Achraf. $3 3189121
245 1 4 $a The Impact of Marketing Audit on Organizations' Marketing Performance: An Empirical Study on Private Hospitals in Amman.
300 $a 135 p.
500 $a Source: Masters Abstracts International, Volume: 55-02.
500 $a Adviser: Hamad Al-Ghadeer.
502 $a Thesis (M.Sc.)--Applied Science Private University (Jordan), 2015.
520 $a This study aimed to identify the extent of applying marketing audit concepts in practice of the private hospitals in Amman, to examine the impact of applying marketing audit concepts on enhancing marketing performance of the private hospitals in Amman, and to investigate the constraints that may limit the application of marketing audit in practice of the private hospitals in Amman.
520 $a This study bridges the gap in the current literature by empirically addressing the effect of all marketing audit dimensions (i.e. marketing environment audit, marketing strategy audit, marketing organization audit, marketing system audit, marketing productivity audit, and marketing function audit) on a range of financial and nonfinancial marketing performance indicators (i.e. profits, revenues, market share, customer satisfaction, hospital's beds occupancy rate, customer complaints, customer loyalty, and, hospital's reputation).
520 $a In order to achieve research objectives and collect necessary data, self- administered questionnaires were distributed on employees in managerial departments in all private hospitals in Amman. 113 questionnaires from 25 private hospitals in Amman were valid for analysis.
520 $a To determine legitimacy of research and to establish logical and valid conclusions, various statistical formulas such as frequencies, reliability analysis (Cronbach's alpha), simple linear regression, means, standard deviation, and percentages were used by utilizing the Statistical Package for the Social Sciences (SPSS) software.
520 $a The study results indicated that the marketing audit concepts were applied at large scale in the majority of the investigated hospitals. In addition, the results confirmed the soundness of the impact of applying marketing audit on improving overall marketing performance. Moreover, unawareness of the marketing audit concept, lack of methodology in applying it, lack of knowledge of its benefits, fear of its results and taking corrective actions, rejection of hospital for providing information to those who working in audit, lack of marketing auditor specialists, and insufficient financial resource to implement marketing audit, were received high importance degree in limiting its application.
520 $a In view of the results, numerous opportunities for future researches were offered. as well as, recommendations that could contributes significantly towards assisting private hospitals in aligning themselves successfully for the future were provided for managers.
590 $a School code: 1870.
650 4 $a Marketing. $3 536353
650 4 $a Middle Eastern studies. $3 3168421
650 4 $a Health care management. $3 2122906
690 $a 0338
690 $a 0555
690 $a 0769
710 2 $a Applied Science Private University (Jordan). $3 3189122
773 0 $t Masters Abstracts International $g 55-02(E).
790 $a 1870
791 $a M.Sc.
792 $a 2015
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1604995