Innovation marketing : état des lieux de trente-quatre entreprises de la wilaya de Bejaia
Other Title(s)
Marketing innovation : inventory of thirty-four companies in the wilaya of Bejaia
Joint Authors
Mizyani, Mustafa
Bu Ghurabah, Wassilah
Source
Journal of the Economic of Business and Finance
Issue
Vol. 7, Issue 2 (30 Sep. 2022), pp.881-894, 14 p.
Publisher
University of Echahid Hamma Lakhdar-el-Oued
Publication Date
2022-09-30
Country of Publication
Algeria
No. of Pages
14
Main Subjects
Topics
Abstract EN
This work aims to take stock of the practice of marketing and marketing innovation within 34 companies in the wilaya of Bejaia.
We noted, based on the results of our survey, that the marketing function is not yet formalized at the level of the companies surveyed, and that the latter are limited to the reactive aspect to competition in terms of marketing innovation.
.
These companies remain passive consumers of NICTs and this because of several obstacles that inhibit their adoption.
Also, they suffer from a lack of financial resources which hamper the development of marketing innovations.
Abstract FRE
Ce travail vise à dresser un état des lieux de la pratique du marketing et de l'innovation marketing au sein de 34 entreprises de la wilaya de Bejaia.
Nous avons constaté, en se basant sur les résultats de notre enquête, que la fonction marketing n'est pas encore formalisée au niveau des entreprises enquêtées, et que ces dernières se limitent à l'aspect réactif à la concurrence en matière d'innovation marketing.
Ces entreprises restent des consommatrices passives des NTIC et cela à cause de plusieurs entravent qui inhibent leur adoption.
Aussi, elles souffrent de manque de moyens financiers qui freinent le développement des innovations marketing.
American Psychological Association (APA)
Mizyani, Mustafa& Bu Ghurabah, Wassilah. 2022. Innovation marketing : état des lieux de trente-quatre entreprises de la wilaya de Bejaia. Journal of the Economic of Business and Finance،Vol. 7, no. 2, pp.881-894.
https://search.emarefa.net/detail/BIM-1416642
Modern Language Association (MLA)
Mizyani, Mustafa& Bu Ghurabah, Wassilah. Innovation marketing : état des lieux de trente-quatre entreprises de la wilaya de Bejaia. Journal of the Economic of Business and Finance Vol. 7, no. 2 (Sep. 2022), pp.881-894.
https://search.emarefa.net/detail/BIM-1416642
American Medical Association (AMA)
Mizyani, Mustafa& Bu Ghurabah, Wassilah. Innovation marketing : état des lieux de trente-quatre entreprises de la wilaya de Bejaia. Journal of the Economic of Business and Finance. 2022. Vol. 7, no. 2, pp.881-894.
https://search.emarefa.net/detail/BIM-1416642
Data Type
Journal Articles
Language
French
Notes
Includes annexes : p. 893-894
Record ID
BIM-1416642
