أهمية النشاط الترويجي في تسويق الخدمات : دراسة حالة سوق خدمة الهاتف النقال بالجزائر

Abstract EN

The purpose ofthis study is to determine the importanceof the promotionalmixincurred by mobile operators in Algeria, and addition to measure difference evaluation of these companies for promotional activities implemented.

We finding in this study the promotionalmixhave a positive impact on the Selling in activity of this companyand lack of promotional strategy negatively affects the purchasing behavior, The study also revealed it has a direct impact on the evaluation of these companies to the promotional effort being done in Algeria.

This study has recommended the need for managers in the companies of the mobile phone operating in Algeria to adopt, develop and improve the quality of their promotional, especially with increased competition in the market mobile phone, well as for these companies to build promotional strategies in the adoption of the real needs and preferences of the target segment.