أثر التسويق الابتكاري في تعزيز التفوق التنافسي للمؤسسة الاقتصادية : دراسة حالة مجمع عمر بن عمر-قالمة

الملخص EN

This study aimed to highlight the role of innovative marketing in improving the competitive superiority of the Algerian economic institution, by identifying the impact of innovation in the four marketing mix areas (product, price, promotion, distribution) on improving competitive excellence, the study was dropped at Omer Bin Omar Food Industries Complex, The analytical descriptive approach was followed in the study, To achieve We distributed (68) form on the selected sample, The hypotheses were tested using the simple regression method (Régression), The study reached a number of results, the most important of which is the existence of positive impact and positive relationship between all independent variables in improving the competitive superiority of the institution under study, With the exception of the impact of innovation in pricing on improving competitive excellence, the study recommended the establishment of a marketing information system, And to work to find and apply market vigilance system to take the task of research and development of marketing ideas