الابتكار التسويقي كخيار استراتيجي لتحقيق الميزة التنافسية في المؤسسات الجزائرية

الملخص EN

The aim of this research paper isto highlight the importance of relying on marketing innovation as a fundamental tool in achieving the competitive advantages for the enterprise.

Where marketing innovation is considered as a strategic choice that ensures for the enterprise, the ability to face various- current and potential- challenges in its environment on one hand, and the occupation of the leading position within its market sector on the other hand.