المقاربة الفكرية الحديثة للاستراتيجية التسويقية-مع الإشارة إلى نظرية الموارد و الكفاءات

الملخص EN

In light of recent intellectual developments in the marketing and strategic domains in general, the importance of adapting the concept of the marketing strategy to organizations wishing to develop their performance with the various ideas resulting from them has emerged.

Especially with the conclusion of the great role that resource and competencies theory to as the most important theory of strategic thought in activating the marketing strategy, especially with regard to creating value and gaining customer satisfaction and loyalty, the latter who guides modern marketing thinking as the king of the concerns of the organization of the current century.