The Impact of Marketing Intelligence on the Market Share of the Jordanian Commercial Banks (original) (raw)
2020
Abstract
The aim of this study is to explore the effect of marketing intelligence on market share through exploring competitive insight, market insight, and positioning, on the overall market share. The population of the study consisted of commercial banks in Jordan totaling 13 banks. The researchers distributed 130 questionnaires; 95 questionnaires were retrieved with a percentage of 73%. The study concluded the following findings: There is a strong positive effect between competitive insight and served market share and a moderate positive effect between competitive insight and overall market share. There was no positive effect between relative market share and competitive insight. There is a moderate positive effect between marketing intelligence and overall market share. Moreover, in a weak degree between marketing intelligence and served market share; as well as there was no positive effect between relative market share and marketing intelligence. There was a moderate positive effect between market insight and overall market share. There was no positive effect between the served market share and relative market share. There was a moderate positive effect between positioning and the overall market share and in a weak degree with served market share. There was no positive effect on relative market share. Based on the findings of the study the researcher presented several recommendations.
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