التسويق كمدخل لتعزيز القدرة التنافسية للمؤسسات الصغيرة و المتوسطة : دراسة ميدانية لبعض المؤسسات الجزائرية

الملخص EN

This study investigates the role of marketing as one of the most important functional activities in small and medium- sized enterprises because this is decisive to the success or failure of the project.Marketing is indeed the window through which the project is reflected to the society and to the consumers.The goods or the services are provided by any project based on its marketing strategy and its capacity to cope with the consumers’ needs.

Due to the importance of the small and medium- sized enterprises in Algeria, their progress and contribution in the economic and social development, it is now necessary for them to look for new marketing strategies that enable them achieve a capacity for competitiveness, endurance and continuity.The data required for this study have been gathered through a survey set and developed to fit the objectives of the study.Moreover, this study targets to test the four hypothesis of the study to analyze the data using the statistical package for social studies SPSS.

According to this study, marketing has a great role in the small and medium- sized enterprises.It contributes in determining their competitiveness strategy.Based on these results, the study suggests some recommendations such as the necessity of creating institutions and centers specialized in training the managers of small and medium- sized enterprises in using modern marketing methods.