تأثير الابتكار التسويقي في مجال المنتجات الجديدة على ولاء الزبائن : دراسة مقاربة لخدمة G3 بولاية البويرة بين مؤسسات : أوبتيموم تيليكوم-اتصالات لجزائر للهاتف النقال-الوطنية للاتصالات

الملخص EN

The innovative marketing in the field of products is considered as a one of the most important strategic means that contributes in attainment a competitive advantage for the enterprise, sic aide it at outliving and success, and reinforce its abilities in accomplishing its objectives.

It allows to respond to changes in the tastes and requirements of customers in customers' tastes and requirements, and anticipating their needs.

Its importance appears essentially, through providing value to customer in order to ensure his satisfaction and gain his loyalty.

Customer Loyalty has become the most important goal of the Organizations, and they search constantly for the best means to reach it.

Telecommunications sector is one of the most important sectors that knows quick development in recent times in Algeria, accordingly to changes and developments of world communications technology.

It is also a fertile field for innovation.

Therefore, it’s essential to the organizatio n s op er atin g in th i s m ar ket , to adopt the concept of the marketing of innovation and create a marketing mix which satisfy customers and consolidate their loyalty