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IJSTR >> Volume 9 - Issue 9, September 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Role Of Marketing Engineering Approach In Supporting Marketing Decision Making: Mediating Role Of Marketing Creativity

[Full Text]



Dr. Tareq N. Hashem



Marketing Engineering, Marketing Decision, Data-Based Decision, Marketing Creativity



Current study aimed at examining the role of marketing engineering (Technology-Based Operations, Benchmarking, Data-Based Decision-Making and Analysis of Market Orientation) in supporting marketing decisions through the mediating role of creativity in marketing. Achieving aim of study was done depending on quantitative approach in which a questionnaire was utilized to collect data from (91) marketing managers within public shareholding companies in the services sector. Results of study indicated an influence of marketing engineering on supporting decision making of marketers that is attributed to marketing creativity, in addition to that, it appeared that technology-based operations were the most supportive marketing engineering approaches to develop creativity and manage decision making within marketing departments. Study recommended focusing on the soft skills of marketers and avoids repetition and conventionality in the marketing approach is the best way to get into marketing engineering.



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