Planning of Marketing Communication Activities in Jordanian Pharmaceutical Companies Using the Balanced Scorecard

Abstract

This study aims at exploring the effect of using the BSC perspectives on planning of marketing communication activities in Jordanian pharmaceutical companies. The BSC consists of four perspectives: financial, customers, internal processes and growth and learning. The study also aims at determining the statistical differences in the market share of Jordanian pharmaceutical according to level of using the two variables (BSC and planning of MC activities). This study is descriptive. The questionnaire is the key tool of collecting the data needed from research population. The sample size reached to 231 managers, and the cluster random sample is used. The study concludes that there is a positive statistical effect of financial perspective on planning of marketing communication activities, but the other three non-financial measures statistically failed. It finds also that there a statistical difference in the market share of pharmaceutical companies having BSC perspectives and planning the marketing communication activities. Finally, the study recommends many implications and recommendations that support BSC applications and enhance the planning of marketing communication activities in surveyed companies. Key Words: Planning, Marketing Communication, Balanced Scorecard, pharmaceutical companies, Jordan. DOI: 10.7176/NMMC/77-0