دور العلاقات العامة في تعزيز الميزة التنافسية للمؤسسة: دراسة ميدانية بمؤسسة رونو داسيا للسيارات بجيجل

Abstract EN

The current business environment for most institutions is characterized by a permanent and continuous transformation, and perhaps the reason for this is due to several factors, the most important of which is the rapid change in consumer tastes and desires, and the increase in competition between institutions, which made the Public Relations Department one of the modern jobs through its special communication and planning activities that it practices.

Institutions adopt it in excellence, that is, in rapid reaction, as a modern entrance The current study aims through it to diagnose and analyze the modern role of the institution in attracting and maintaining customers by creating a value for them that is better than competitors to achieve the competitive advantage, which has become an urgent necessity that all institutions seek to achieve, especially economic and service, in order to ensure survival and continuity in the market, which is what I reached The results of the current study by testing its hypotheses about the role of communication and planning in enhancing the competitive advantage of the institution.