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Creative Marketing as a Strategic Introduction to Enhance the Competitive Advantages in Jordanian Service Organizations: A Case Study

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  • Ali Falah Al-zoubi

Abstract

The study aims at identifying the concept as well as the factors of creative marketing in service organizations and recognizing the development in the service sector at a global level. The sample of the study was comprised of (16) Jordanian service organizations that were intentionally chosen. The sampled organizations represent 16% of the population. The study is an attempt to find out the role of creative marketing in reaching the competitive advantage in Jordanian service organizations while depending upon the basic factors of creativity in the marketing mix (7Ps). The significance of the study lies in the examination of the efficiency of creative marketing at the organizational level. Creativity refers to the trends adopted by the entrepreneurial organizations, which seeks to provide creative products and services while positively making a change in the competitive base. The creative process in organizations is shaped through researching and developing creative ideas in order to increase profits and investment revenues of successful products and services as well as improving the strategic status. The study has come out with several findings and recommendations that include: the necessity of establishing a department for marketing in the organization, defining whose responsibility it is to develop and to create new products by building a creative personnel that is highly educated in marketing, creating a balance in terms of creativity among various marketing areas and not only focusing on the product in spite of its significance, and structuring an administrative branch that is specialized in creativity particularly in marketing creativity in each of the sampled organizations. It was discovered that these organizations administrative branches sought to find out effective marketing ideas, filter them, evaluate them, and turned the useful ideas into innovative products and developed tangible products mainly to serve the customers of the organization.

Suggested Citation

  • Ali Falah Al-zoubi, 2017. "Creative Marketing as a Strategic Introduction to Enhance the Competitive Advantages in Jordanian Service Organizations: A Case Study," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 78-91, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:78-91
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    References listed on IDEAS

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    3. Yongmin Chen, 2006. "Marketing Innovation," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(1), pages 101-123, March.
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    More about this item

    Keywords

    creativity; creative administration; creative marketing; marketing mix; strategy; competitive advantages; service organization; Jordan;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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