This paper describes the relationship between the added-value of the organization and the Quality of Marketing Accountability (QMA) by measuring the impact of the six value levers of Marketing Accountability (MA) and describing the positive and negative side effects of these value levers on QMA. The researchers used the Fuzzy Logic (FL) to analyze the collected data of questionnaires; they used MatLab 6.5 to calculate the FL equations in addition to Excel. The researchers concluded that there are many differences among the six value levers in terms of the impact on QMA, and there is a good relationship between the added-value of the organization and QMA, in addition to sort the value lever according to their impact.
Publication Date
3/1/2015
Publisher
International Journal of Engineering Research & Management Technology
ثابت حسان ثابت | Thabit Hassan Thabit | 15339