تقييم واقع القدرات التسويقية لدى المؤسسة الاقتصادية الخدمية : دراسة حالة شركة موبيليس للهاتف النقال بشار

Abstract EN

This study aims at clarifying the importance of developing the marketing capabilities of the mobile communication institutions, especially since this field is very competitive and constantly changing the requirements of the customers' needs as well as the technological development, which makes the institutions that want to remain in these circumstances to build marketing capabilities that distinguish them and make them capable In order to meet the needs and desires of customers and gain their loyalty and create value through the acquisition of a unique competitive advantage, and improve the level of performance, and this research to assess the reality of marketing capabilities of Mobilis mobile phone through its dimensions of Specialized marketing capabilities (The ability to develop the product, the ability to manage pricing, the ability to promote products, the ability to manage distribution channels), Coordinating Marketing Capabilities (marketing information management, marketing planning, marketing implementation).

The SPSS and Smart-Pls3 software were used to analyze the data and test hypotheses.

The study concluded the importance of developing the corrective capacity.

Presence and availability of Mobility's marketing capabilities.