أثر استخدام تكنولوجيا الأنترنت و درجة انتشارها على تحسين أداء التسويق المباشر و تحقيق المزايا التنافسية : دراسة ميدانية على عينة من المؤسسات الجزائرية

الملخص EN

E-marketing is heavily based on the Internet network because of the increased degree of interaction and responsiveness between companies and their customers; as well as the use of e-mail messages and mobile marketing by sending short text messages through the websites of these companies.

All these tools converge in direct marketing and e-marketing whether connected or not connected to the Internet.

This study aims at finding out the nature of the existing relationship between the spread and use of the Internet and direct marketing to improve performance.

Additionally, it also aims to determine the impact of the constraints associated with direct marketing via the Internet to gain competitive advantages.

The study concluded that direct marketing is facing lots of difficulties such as the lack of the companies ‘involvement in the process of e-commerce, which reflected negatively on the development of e-marketing in general and direct marketing in particular.

Therefore, the e- marketing practices are still a new marketing culture; they need to be developed and exploited so as to improve performance, gain new competitive advantages, and narrow the digital gap existing between the customer and the company.