اليقظة التسويقية و دورها في تعزيز الإبتكار التسويقي : دراسة حالة مؤسسة ORSIM

الملخص EN

The study aims to find out the extent of the impact of the marketing vigilance on the marketing innovation elements (, this effect has been studied through the marketing innovation dimensions (product innovation, Price innovation, promotion innovation, distribution innovation), In order to collect the data, a sample of 50 employees of the Orsim Corporation was surveyed and the retrieved data were processed using the Statistical Package for Social Sciences program spss/25 The study reached a main result that died of a significant effect between marketing vigilance and the promotion of marketing innovation in the institution under study, and the study recommended the need to pay attention to the establishment of a system of marketing vigilance.