أهمية التوجه نحو أداء التسويق من منظور التسويق الشامل لتحقيق مطالب التنمية المستدامة : دراسة حالة شركة الخطوط الجوية الجزائرية Air Algérie

Abstract EN

This paper aims to highlight the importance of Performance Marketing orientation from Holistic Marketing point of view to achieve sustainable development requirements.

Where Performance Marketing aims to achieve a balance between the profit orientation i.

e.

by attaining financial goals on the one hand, and on the other seeks to contribute to the achievement of social welfare and minimize the negative effects on the environment resulting from the activities of the institution.

This paper has been based on a theoretical and applied perspective using the case study method.

The results show a positive correlation between Performance Marketing Orientation and Sustainable Development, via the adoption of a culture based on the principles of social and environmental responsibility.