دور الابتكار التسويقي في عناصر المزيج التسويقي المستحدثة (الإضافية)‎ في المحافظة على الميزة التنافسية للمؤسسات الجزائرية : دراسة حالة مؤسسة اتصالات الجزائر لولاية شلف

الملخص EN

The aim of this research paper is to shed light on the role of marketing innovation in the elements of the new (additional) marketing mix in preserving the competitive advantage of Algeria Telecom, in the wilaya of Chlef, through a questionnaire distributed to a group of employees of the Algeria Telecom Corporation, the operational directorate Chlef, where Analyze this data with SPSS.

The results of the study showed that there is a statistically significant impact relationship between marketing innovation in the elements of the marketing mix developed and maintaining the competitive advantage of the institution, as these results have found that independent variables (innovation in the physical environment, innovation in individuals, innovation in operations) have a positive impact And to varying degrees in maintaining the competitive advantage and the success of the organization marketing.