التأثير الوسيط للوظائف الإدارية التسويقية على العلاقة بين المربع الذهبي للتسويق والتفوق التنافسي في شركة موبيليس عنابة

Abstract EN

The study is concerned with knowing the mediating effect of marketing administrative functions on the relationship between the golden square of marketing and competitive superiority in Mobilis Annaba.

and in order to achieve the objectives of the study, the questionnaire was used a main tool for data collection and then processed by the SPSS and smart PLS program, the study used the descriptive and analytical approach.

the results of the statistical analysis showed a significant impact on the golden square of marketing on competitive superiority, the interest in the golden square of marketing at Mobilis has increased its impact-direct and indirect through the marketing administrative functions-positively on competitive superiority.

the study concluded that Mobilis should continue to promote the golden square of marketing and activate the marketing administrative functions, because of their positive impact on competitive superiority.