المعرفة السوقية و علاقتها بتحقيق الابتكار التسويقي : دراسة استطلاعية لأراء عينة من العاملين في مؤسستي"سويتلي" و "النايلي" بولاية الجلفة

الملخص EN

The present study aims at recognizing the role of the marketing knowledge with its dimensions (knowing the client, knowing the competitor, researching and developing the market) in achieving the innovation marketing on manufacturing milk and dairy products in Governorate of Djelfa.

In view of reaching this goal, a display of the theoretical concepts has been fulfilled concerning market knowledge, the innovation marketing and the relationship between them.

Following this, a field study is made through the design and the distribution of a questionnaire that contains a number of paragraphs that measure the main survey variables, on 84 individual samples of directors, assistants and heads of departments in the institutions in study.

The outcomes of the study are summarized in the following points: The presence of a market knowledge and innovation marketing in Sweetlait and Naili companies, The presence of a correlation between the marketing knowledge and innovation marketing, The presence of an effect relationship between the marketing knowledge with all its dimensions (knowing the client, knowing competitor, researching and developing the market)and the innovation marketing with a gradient force effect of some independent variables in the dependent one.

Key words: knowledge, market knowledge, dimensions of market knowledge, innovation, innovation marketing.

JEL Classification: M0 M3 M31