Investigating the impact of marketing audit on marketing effectiveness: An application on manufacturing companies in Egypt | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 38, Volume 14, Issue 4, October 2023, Pages 260-302 PDF (595.18 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2023.337517 | ||
| Authors | ||
| Elsayed Mansour Elkafrawi* 1; Ahmed Moussa ElSamadicy* 2; Hazem Rasheed Gaber* 3; Karim Mohamed Solima* 4 | ||
| 1Doctorate Researcher at Arab academy for science | ||
| 2Professor in marketing, vice dean for education affairs college of management and technology Arab academy for science, technology, and maritime transport -Alexandria | ||
| 3Associate Professor in Marketing, College of Management and Technology, Arab Academy for Science, technology, and maritime transport (AASTMT) | ||
| 4Associate Professor of Logistics and supply chain. college of international transport & Logistics, Arab Academy for Science, technology, and maritime transport (AASTMT) | ||
| 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. | ||
| Keywords | ||
| marketing effectiveness; marketing audit; marketing environment; marketing strategy; marketing organizational issues; marketing systems in use; levels of marketing productivity; marketing functions | ||
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