ISSN: 2642-6250
Authors: Hashem TN* and Suleiman O
This study aimed at identifying the extent to which managers in Jordanian private hospitals recognize the importance of marketing knowledge. The population consisted of managers in the Jordanian private hospitals. A convenience sample was selected from 60 managers, 40 questionnaires were returned for analysis, representing 66.67% of the sample size. By using Spssv23 program, several results were concluded. For instance, by using one sample t-test, it was found that there is a high level of awareness among managers in Jordanian private hospitals toward the importance of marketing knowledge and its dimensions (knowledge of patients, knowledge of health services and knowledge of competitors). The researchers recommended that the managers in hospitals must understand the marketing knowledge and should be aware of applying its dimensions in such a way as to gain strength to face competition in the local or forgien market.
Keywords: Marketing Knowledge; Knowledge of Patients; Knowledge of Health Services; Knowledge of Competitors
