حملات التسويق الخدماتي و علاقتها بالسلوك الاستهلاكي للمجتمع الجزائري

الملخص EN

Marketing activity is considered one of the most activities that witnessed a change in its applied practices and philosophical concepts alike, This is due to the state of renewal, acceleration and development, which is the main feature of marketing activities.

; As the marketing function has become one of the most important administrative functions for any institution, and the determinant of success in it.

The ability of any institution to produce goods and provide services is limited unless accompanied by an effective marketing effort that helps identify consumer needs, increase sales and increase profitability that the institution seeks to achieve, and service marketing campaigns.

It receives a great deal of attention to any institution, whatever its activity.

Every consumer of the goods and services provided is interested in knowing what the service marketing campaigns offer to the institution in displaying and promoting its products.

In order for any organization to succeed in performing its tasks and achieving its goals as quickly as possible, it needs to use marketing campaigns whose effectiveness leads to improving the image of the organization to its external audience in particular.

And the formation of different trends, which is known as the mental image, which represents a set of common meanings and trends between the public and the institution, which resulted from the communication strategies carried out by the institution.