أثر الابتكار التسويقي على أدوات الاتصالات التسويقية

Abstract EN

This study aims to identify the impact of marketing innovation on marketing communications tools (advertising, personal selling, sales promotion, public relations and publishing).

The study reached a number of results, the most important of which are: That marketing innovation is the basic foundation on which the organization depends on achieving marketing communication goals to flow information related to its business and the quality and quality of its products.

The study presented some suggestions, the most important of which is: The need to rely on the staff of the marketing department, which are characterized as innovators' qualities as it’s the first source of innovative ideas for marketing communications and also to depend on information technology.