Abstract
AbstractThis study explored the innovative practices related to marketing mix elements and investigates their impact on firms' performance. Validated questionnaires (n = 60) were distributed to four of the biggest malls in Amman. The main finding of this study is that the growing complexity of customers' needs and the changeable businesses environments promoted investors to use innovative marketing tools, which improves the organization's performance in terms of efficiency and effectiveness. Also, the innovative marketing tools is not limited to a single element of the marketing mix but include all the marketing strategies related to the product, pricing, distribution, and promotion. Implementing more innovative marking mix elements in the organization will add value and be beneficial to the customers. It is recommended to give more attention to identifying innovative marketing tools that were ignored by other competitors, then build integrated marketing mix strategies, considering these overlooked aspects, which is expected to enable them to maximize their performance internally and externally.KeywordsInnovativeInnovative marketing mixPerformanceJordan
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