دور الابتكار التسويقي في تحسين الميزة التنافسية للمؤسسات الخدمية : Algérie Télécom دراسة حالة شركة اتصالات الجزائر

الملخص EN

The study mainsto identify the role of marketing innovation in improving the competitive advantage of Algerian Telecom in the Chlef state from the employees' point of view.

And the questionnaire was used as a basic tool for collecting the necessary data.

As this data was analyzed through the SPSS statistical program.

The study reached several results, the most important of which is the significant impact of the overall elements of marketing innovation in improving the competitive advantage of Algerian Telecom.

The study also made a number of recommendations, most notably the necessity of relying on innovation in the marketing mix with all its elements combined and without discrimination as one of the necessary and necessary solutions to develop and improve its competitive advantage.