الدور الإستراتيجي للوحة القيادة التسويقية في تحسين الأداء الرقابي للإدارة التسويقية لشركة الخطوط الجوية الجزائرية بالمديرية الجهوية بورقلة

Abstract EN

This study aims at identifying and clarifying the extent to which the study sample members understood the concept of marketing leadership as a tool that helps improve the supervisory performance of marketing management in light of the challenges faced by the economic service institutions.

The study was addressed by distributing a questionnaire form for a sample of 30 frames in Air Algerie, to use the Spss20 program to analyze process and discuss the results of the study.

It was realized that the importance of using the marketing dashboard to improve performance the results also showed a positive correlation between marketing leadership and marketing performance and control.

However, the marketing department of the company under study is still suffering due to the weakness of its marketing information systems.