دور نظام المعلومات التسويقية في صياغة الاستراتيجيات التنافسية : دراسة حالة شركة كوندور للأجهزة الالكترونية و الكهرومنزلية : برج بوعريريج

Abstract EN

This study aims to explain the role of the marketing information system in the formulation of the competitive strategies in Condor company of electronics and household appliances (exist in Bordj Bou Arreridj city ‐ Algeria).

this role was tested using the Simple Linear Regression and the Analysis of Variance.the study concluded to these findings : Condor company uses the marketing system of information focusing on its sub‐systems: the internal system of reports and registers, the system of marketing investigation, the marketing research system and the database.

there is also a positive relation statistically significant between the marketing system of information and the type of the competitive strategies (the low cost strategy, price discrimination strategy, focus strategy).

key words: Marketing information system , competitive strategies, Condor company, Bordj Bou Arreridj city