مساهمة أبعاد التسويق الرشيق في تعزيز الأداء التسويقي للمؤسسات الاقتصادية الجزائرية : مؤسسة صناعة الأنابيب Alfapip غرداية نموذجا

Abstract EN

This study aimed to identify the concept of lean marketing and the extent to which its dimensions contribute to enhancing marketing performance in the “ALFAPIPE” pipe industry company in Ghardaia.

The importance of the topic may vary among those in charge and employees of the company, so the questionnaire tool was used to collect data by reviewing the axes included in the dimensions of lean marketing and marketing performance.

To analyze the data and test hypotheses.

the statistical program SPSS 25 was relied upon, and we reached a number of results are: the uneven role of lean marketing indicators in raising the level of the company's marketing performance, and the importance of the company's adoption of this concept to improve its performance.

Accordingly, some recommendations and suggestions were presented.

To analyze the data, test hypotheses, and then rely on the SPSS statistical program, we reached a number of results, the most important of which are: The organization adopts a methodology and plans for managing change in value-added activities, marketing activities, The dimensions of agile marketing affect the promotion of the organization's marketing performance.