Adopting the modern marketing concept in Algerian economic institutions: between necessity and choice : a field study of a group of institutions in the food industry

الملخص EN

This research aims to find out the reality of adopting and applying the modern marketing concept in the Algerian institutions.

After studying and analyzing the answers respondents, we arrived at the points that most of the Algerian enterprises do not engage in modern marketing activities as experienced officials believe that they know the consumer’s needs.

They do not do marketing researches, the product is not produced from the consumer‘s the point of view, and the same applies to other activities.

Through this study and based on theoretical and practical frameworks, It is clear that it is becoming necessary for Algerian enterprises to adopt the concept of modern marketing.

this permits them to be able to adapt to the changes that occur in the external environment, to serve the customer with high quality, to maintain and expand its market share, And to ensure their survival in a highly competitive market.