الابتكار في المزيج التسويقي مصدرا لتحقيق المزايا التنافسية في منظمات الأعمال

الملخص EN

This study aims to determine the role of marketing innovation as a source of competitive advantage in business organizations.

This is done through innovation in the marketing mix and its ability to improve the organization's operations through product development and innovation in the price, promotion and distribution so that they can achieve competitive advantage that distinguishes it from other organizations in the competitive environment.

Through this study has confirmed the relationship between innovation in the marketing mix and competitive advantage through the role of elements in achieving added value through innovation.

It is clear the role of product innovation to achieve competitive advantage by following the methods of scientific research and transfer of findings to the goods and services beneficial to consumers.

As evidenced by the role of innovation in the price of achieving competitive advantage through customer receives the benefits as a result of innovation in pricing outweigh the costs paid by the organization.

While the role of innovation in achieving the promotion of competitive advantage by following the modern methods in the promotion.

The role of the distribution of innovation in achieving competitive advantages, it is clear to follow the organization to new ways unfamiliar in the distribution of products or design in the same form of distribution outlets.