الدور الوسيط للتسويق الإبتكاري في العلاقة بين إستراتيجيات التسويق و الميزة التنافسية : دراسة تطبيقية على شركة دال للألبان)‎كابو)‎-السودان (2021-2023 م)‎

الملخص EN

The study dealt with the mediating role of innovative marketing in the relationship between marketing strategies and competitive advantage by applying it to dal dairy company (capo), the study aimed to identify the impact of marketing strategies on competitive advantage, to identity the impact of marketing strategies on innovative marketing, to identify the impact of innovative marketing on advantage competitiveness, the study relied on the descriptive analytical approach to measure and track the phenomenon under study.

the study reached several results, the most important of which are : there is a positive statistically significant relationship between marketing strategies and competitive advantage.

innovative marketing and competitive advantage the study then recommended recommendations, including that the company work to increase interest in innovative marketing through the use of means of communication that avoid the company's environment potential risks in the future by relying on modem and advanced technological means, work to develop the efficiency of employees in the company continuously to increase productivity and provide new products on familiar products and the best ways and taking care of all customers with a focus on new customers who did not get the opportunity of attention like previous customers to keep the mental image of the company in the minds of its customers to increase their trust and loyalty.