The Relationship Between Innovation and Marketing Performance in Business Organizations: An Empirical Study on Industrial Organizations in the Industrial City of King Abdullah II

Mohammed A. Al-Zyadaat, Mousa A. Saudi, Mohammed A. Al-Awamreh

Abstract


This paper aimed at determining the relation between the innovation marketing and the marketing performance. In reality, the problem represents in the lack of care in the innovation marketing by the industrial organizations and their care towards producing typical product, performing the routine daily practices and achieving profits thought the increase of sales. In addition, it gushes from the limited understanding of the relation between the innovation marketing and the marketing performance, which, in turn, has a vital role in providing the competitive features needed. The research identified the limit to which the sample organization recognizes the concept of the innovation marketing and its significant aspects. The study concludes that there is a strong correlation between the correlative marketing and the marketing performance.

Key words: The innovation marketing; Marketing performance; Business organizations


Keywords


The innovation marketing; Marketing performance; Business organizations

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References


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DOI: http://dx.doi.org/10.3968/j.ibm.1923842820120502.1135

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