دور الابتكار التسويقي في تحقيق الميزة التنافسية : دراسة حالة المديرية الجهوية موبيليس و رقلة

الملخص EN

The purpose of this study is to understand the role of marketing innovation in achieving the competitive advantage of the regional directorate mobilis ouargla.

in order to achieve this, the descriptive approach was used in the theoretical aspect ,and in the applied side we used a case study by a distribution of a questionnaire to 37 employees, data collection and analysis of hypotheses was achieved by using the statistical package for social sciences (spss) version 19, the study reached a number of results the most important of which is : the existence of a high level for both dimensions marketing innovation and competitive advantage in this regional directorate , and there is a significant impact of marketing innovation for competitive advantage in the regional directorate "Mobilis".