Dead Sea Products. Key factors influencing international marketing strategies of dead sea products sector in Jordan

      Аннотация: This book aims to investigate the key success factors that influence Marketing Strategies in the International markets for Dead Sea products. The study attempts to examine the success factors that can help in setting up a good marketing strategy, which in its turn can achieve the intended goals of the companies. In order to achieve the research objectives, the study designed and developed a questionnaire according to objectives and study hypotheses. The study population consisted of all Dead Sea products totaling of 65 companies. The questionnaire was distributed to the companies; three questionnaires were distributed as follows: one for the general Manager, one for the Marketing Manager and the third for the Production Manager that is 195 questionnaires. 160 questionnaires were collected, so the response rate is 82.05%. The collected questionnaires were coded for the purposes of the analysis. The statistical method was employed using the Statistical Package for the Social Sciences (SPSS). Moreover, a structured Interview was carried out with the Marketing Managers of 20 companies.

Ключевые слова: marketing strategy, international market, Dead Sea product, Jordan, Competition, Dead Sea