دور أبعاد التسويق الابتكاري في إدارة المخاطر التسويقية في المؤسسات الاقتصادية : دراسة استطلاعية لعينة من موظفي بعض البنوك العاملة في الجزائر

Abstract EN

This study allowed to shed light on the reality of applying innovative marketing to banks operating in Algeria, as well as knowing the role of its dimensions in managing marketing risks as a modern and effective method in developing economic institutions in general and banking institutions in particular.

The relationship between the variables studied; The researchers tried to answer it through the field study by preparing a questionnaire and distributing it to a random sample of the 54 employees of some banking agencies in the state of Ghardaia, with the help of the SPSS program and some statistical methods in order to analyze the obtained data and arrive at the desired results.

The most important conclusion of the study is the existence of a moral relationship and influence between the dimensions of innovative marketing and marketing risk management as two important dimensions of marketing leadership that banks seek to achieve through seizing opportunities to gain and retain profitable customers, as well as facing marketing risks in the business environment according to the opinions of the study sample.

It also concluded that it is necessary to encourage the application of the philosophy of innovative marketing in the Algerian banking sector and to facilitate the transition to electronic banking to keep pace with developments at the global level and to face the increasing intensity of competition, especially in light of the banking reforms recently taking place in Algeria.