HUMAN CAPITAL MANAGEMENT AND ITS IMPACT ON THE DEVELOPMENT OF MODERN MARKETING PERFORMANCE IN ORGANIZATIONS
The study aimed to measure the impact of human capital management on the modern marketing performance in organizations. A random sample of 150 marketing managers from industrial organizations operating in the Hashemite Kingdom of Jordan was selected. To achieve this goal, a questionnaire was prepared based on the study's hypotheses. The study's population included marketing managers, department heads, and marketing technicians working in the researched organizations. The study adopted a descriptive-analytical approach and used the Statistical Package for Social Sciences (SPSS) as the statistical tool. The study yielded a set of results, among which it was found that human capital, with its dimensions of training, experience, skills, and knowledge, significantly influences marketing performance development. Based on the study's findings, it is recommended that the management of the researched organizations pay great attention to human capital and preserve its assets due to its prominent role in enhancing marketing performance for these organizations
Keywords: Human Capital, Modern Marketing, Marketing Performance, Performance Development.