International Journal of Advanced Studies in Humanities and Social Science, Volume (1), No (4), Year (2013-1) , Pages (392-400)

Title : ( Impact of Using Marketing Strategies on Performance through Supply Chain Performance in Insurance Industry )

Authors: Azar Kaffashpoor , نازنین نیکانلو , Ahmad Zendehdel ,

Access to full-text not allowed by authors

Citation: BibTeX | EndNote

Creating a proper understanding of the strategies which are used in different parts of the organization and its impact on performance, can cause Managers to have an accurate understanding for decision making. The aim of this study is to investigate the impact of using marketing strategies on performance through supply chain performance in insurance industry in the present study, data were collected through questionnaire and the questions were drawn from the Green et al, (2012) study which has been used after localization. Statistical sample of this survey is all employees of Iran Insurance Company in Mashhad which are selected by simple random sampling. In the present study, in order to examine the research hypotheses, we use structural equations. LISREL and SPSS software are used so as to analyze questionnaires data and hypothesis testing. The results indicated that using of marketing strategies has a positive impact on supply chain performance and it impacts on marketing performance positively through supply chain performance, but supply chain performance impacts on the financial performance indirectly through marketing function.

Keywords

, Marketing Strategies, Supply Chain Performance, Financial and Marketing Performance, Insurance
برای دانلود از شناسه و رمز عبور پرتال پویا استفاده کنید.

@article{paperid:1037581,
author = {Kaffashpoor, Azar and نازنین نیکانلو and Ahmad Zendehdel},
title = {Impact of Using Marketing Strategies on Performance through Supply Chain Performance in Insurance Industry},
journal = {International Journal of Advanced Studies in Humanities and Social Science},
year = {2013},
volume = {1},
number = {4},
month = {January},
issn = {2345-2749},
pages = {392--400},
numpages = {8},
keywords = {Marketing Strategies; Supply Chain Performance; Financial and Marketing Performance; Insurance Industry},
}

[Download]

%0 Journal Article
%T Impact of Using Marketing Strategies on Performance through Supply Chain Performance in Insurance Industry
%A Kaffashpoor, Azar
%A نازنین نیکانلو
%A Ahmad Zendehdel
%J International Journal of Advanced Studies in Humanities and Social Science
%@ 2345-2749
%D 2013

[Download]