أثر الابتكار التسويقي في تحقيق أهداف بحوث التسويق : دراسة ميدانية بمؤسسة نقاوس للمشروبات الغازية

الملخص EN

This study aimed to investigate the extent of marketing innovation effect on marketing researches objectives achievement, through a field study applied in the enterprise of N’gaous for soft drinks and canned foods.

It was conducted on the whole 40 administrative employees, and the complete enumeration method was adopted, by distributing 40 questionnaires; 31 of them were retrieved and were valid for the statistical analysis.

The study showed that, according to its administrative employees, there are good levels of marketing innovation in the enterprise under study.

Product innovation was at the first rank followed by promotion innovation then distribution innovation, and price innovation ranked last.