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IMPACT OF THE FINANCIAL CONTROL OF MARKETING COMMUNICATION ACTIVITIES ON COMPETITIVE ADVANTAGE OF SAUDI SERVICE ORGANIZATIONS


Dr. Majed A. Al Abdulkareem, Prof. Iyad A. Al Nsour
,
Abstract
This study aimed to determine the effect of financial control of marketing communication activities on the competitive advantage dimensions of services organizations in Saudi Arabia, as well as to investigate the statistical differences in the research variables according to some organizational factors. The study population consists of two parts, the first part represents the service organizations in Saudi Arabia reaches 206 in 2019, and the second part is the actual customers of such surveyed organizations in Riyadh city reaches 8 million in 2019. The full survey of all service organizations and the purposive sampling methods are used. The response rate of survived organizations reaches 64.5% of total surveyed organizations, while the sample size of customers is 1500 and 97.5% of total distributed questionnaires estimate 1463 questionnaires. The descriptive methodology is used and the questionnaire is the key tool to collect the primary data. The study concludes that there is it is found that there is a statistically significant effect of the financial control in the MC on the competitive advantage, the study also concludes that there are significant statistical differences in the financial control of MC Activities according to listed on the stock markets. Finally, the study suggests some recommendations that enhance the financial control of marketing communication activities in such organizations through increasing the efficiency of control systems for marketing communication activities, and give greater flexibility in budgeting and expected variations, and using the cost-based strategy to maximize the business performance of such organizations.
Keywords: Financial Control, Financial Planning, Business Performance, Marketing Communication, Competitive Advantage, Service Sector, Saudi Arabia.
Journal Name :
EPRA International Journal of Economic and Business Review(JEBR)

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Published on : 2021-05-23

Vol : 9
Issue : 5
Month : May
Year : 2021
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