أثر الإمداد العكسي على نظام المعلومات التسويقية، مؤسسة كوكاكولا، سكيكدة

Abstract EN

The aim of this study is to determine the impact of reverse logistics on the marketing information system (MIS) at Coca-Cola Skikda Company.

Descriptive, analytical approach and case study were adopted, based on the questionnaire as a main tool for data collection, which was distributed to frameworks, implementing agents and supervising agents in the commercial service of the institution.

The (SPSS) program was used to analyze the responses and results reached, as well as the hypothesis test.

In this study, we concluded that reverse logistics affects the “MIS” at Coca-Cola Skikda Company, with an average grade of 32.

6%.

All the sub-components of reverse logistics from environmental attention, Guarantees, recovery and repair, With varying degrees of influence from moderate to weak on marketing information system at Coca-Cola Skikda Company.