The Influence of Using Innovative Marketing Tools on Real Estate Development Companies Performance in Jordan تأثير استخدام أدوات التسويق المبتكرة على أداء شركات التطوير العقاري في الاردن

الدبس, أحمد رياض (2020) The Influence of Using Innovative Marketing Tools on Real Estate Development Companies Performance in Jordan تأثير استخدام أدوات التسويق المبتكرة على أداء شركات التطوير العقاري في الاردن. Masters thesis, جامعة الشرق الاوسط.

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Abstract

Purpose: Innovative Marketing Tools has emerged as a key tool for real estate development marketing, which attempt to use new marketing activities to develop real estate development companies’ performance (Digital Marketing, Green Marketing, Emotional Marketing). Therefore, this study aims to investigate the influence of using innovative marketing tools on real estate development companies’ performance in Jordan. Methodology: To actualize this study the data was collected from 84 real estate development companies in Jordan by a questionnaire. After confirming the normality, validity and reliability of the tool, descriptive analysis was carried out, and correlation between variables was checked. Finally, the influence was tested by multiple regressions. Findings: The results show that the real estate development companies in Jordan need to implement innovative marketing tools in order to develop their business and gain a competitive advantage over their competitors. It also shows that there is a significant and positive impact of using innovative marketing tools on developing real estate development companies in Jordan. Limitations/Recommendations: The current study was conducted on real estate development companies in Amman, Jordan. Therefore, it recommends the future researches to collect more data over a longer time to check the current model validity and measuring instrument. It also recommends carrying out similar studies on other industries in Jordan and same industry outside Jordan to test its results generalizability. Originality: This study is considered as one of a few studies that discusses the issue of using innovative marketing tools, and investigates its influence on Real Estate Development companies’ performance in Jordan. Keywords: Marketing, Innovative Marketing Tools, Real Estate Development, Real Estate Development Companies in Jordan.

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