Abstract
This study aims to identify the significance of information technologies and their impact on the marketing performance of Jordanian business organizations. For this purpose, a research model incorporating
information technology use, sales, market share and marketing performance has been proposed. A questionnaire has been developed to examine the hypotheses based on the literature review. The initial
survey was pretested and evaluated by a panel of experts in marketing and IT in order to assess the validity of each construct. The data was collected from (66) business organizations (industrial and service) in the
area of Amman, Jordan. The results of the study indicated a statistically significant correlation between the independent and dependent constructs of the study. The paper additionally employs Ortica applications. All the hypotheses of the study were accepted, there is a statistically significant correlation between the information technology use and improvement in marketing performance (market performance, sales, and market share) percentage.
MAHMOOD JASIM ALSAMYDAI, MAHMOOD JASIM ALSAMYDAI. (2016) Measuring the Impact of Information Technology Use on the Marketing Performance of Business Organizations, International Review of Management and Business Research, Volume 5, Issue 3.
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