إدراك المستهلك الجزائري لممارسات الابتكار التسويقي في مجال المنتجات الإلكترونية و الكهرومنزلية

الملخص EN

This paper aims to highlight the most important marketing innovation practices applied by the Algerian brands of electronic and home appliance products; in the presence of imported alternative products with an answer to the consumer perception problem.

The study concluded that the respondents (250) are aware for some innovation practices in the marketing mix, the results showed that the industry sector of electronic and home appliance is applying some innovative marketing tools, but they need continuous creativity and viewing the new practices especially that related with market research, consumer needs and sustain his relationship with the brand, estaplish the most appropriate marketing mix that is profitable for the entreprise also.