أثر استخدام الابتكار التسويقي في تحقيق الميزة التنافسية للبنوك: دراسة حالة بنك الخليج الجزائر-وكالة بسكرة

Abstract EN

This study focused on analyzing the relationship between marketing innovation and its competitive advantage for banks, where the marketing innovation was expressed through innovation in the bank's marketing mix, while the competitive advantages included quality, efficiency, modernization, and response to the needs of the customer, as we tried to test that relationship on a bank gulf bank Algeria, we used in this a questionnaire directed at 30 employees of the bank, and the study found that the marketing innovation represented in creating the marketing mix had a positive contribution and impact on the competitive advantage of the bank under study.