دور الابتكار التسويقي في تحسين أداء المؤسسات : دراسة حالة منتجع الغزال الذهبي بمدينة وادي سوف الجزائر

الملخص EN

Through this paper we have addressed the role played by marketing innovation in improving the performance of institutions because of its great importance in the excellence and development of institutions.

We divided this study into two sections.

The first section introduces us to the theoretical literature on the subject of marketing innovation, its types and stages, Performance of the institutions and the most important marketing performance, The second section we devoted to the application of what is stated in the theoretical side on the ground through the case study of the Golden Resort in the city of Wadi Suf in the south-east of Algeria, and for this purpose we too in consideration scientific observation Documents, and interviews with the receptionist at Al Ghazal Golden Resort.

In this study, we found that innovation is of great importance which introduces new services in the market, that makes the institution distinguished from its competitors and is the first to introduce new services in the market.

In improving the organization's marketing performance indicators.