تطبيقات التسويق الابتكاري في الشركات الصناعية بمحافظة الخليل : الإشكاليات و المقترحات

الملخص EN

The study aimed to identify the innovative marketing applications in industrial companies in Hebron governorate in its four fields (product, pricing, promotion and distribution), and uncover the most important obstacles that prevent the implementation of innovative marketing in these companies.

the study society consisted of all the individuals responsible for marketing activities in the industrial companies in Hebron governorate during the period of the study, (717) managers.

for the purpose of the study, a proportional stratified sample of 250 individuals was selected.

the descriptive analytical approach was used to suit the nature of the study and its objectives, and the questionnaire was used as a tool for collecting the necessary data.

the study concluded a set of results, the most important of which is that the companies of sample applied the innovative marketing in its four fields (product, distribution, pricing and promotion) to a medium degree.

the results also revealed many obstacles impeding the implementation of innovative marketing, such as lack of coordination among departments interested in innovative activities.

in light of the results of the study, the researchers recommended that the company seeks to find new markets for its products, increase distribution outlets for customers and the need to find a research and development department for the continuous processes necessary for innovation.