دور الابتكار التسويقي في رفع أداء المؤسسة الاقتصادية : دراسة حالة ملبنة سويتلي بالجفلة-الجزائر

الملخص EN

The present study aims at knowing the role of marketing innovation in all its dimensions (innovation in product, innovation in price, innovation in distribution, innovation in promotion) in raising the economic company's performance.

In view to fulfill this enquiry, a study community constituted of thirty (15) of service chiefs and directors at SWEETLAIT dairy was covered.

Among the outcomes that the enquiry reached is that the company's overall performance can be influenced by the case of the marketing innovation in the company with a graduation in influence power of some independent variables in the dependent variable.

Also, the study gives a number of recommendations the most important of which is the necessity of relying on innovation in marketing mixture with all its diverse elements with no distinction as one of the prerequisite solutions to develop its performance.