الابتكار التسويقي و دوره في ترقية أداء المنشأة الاقتصادية دراسة حالة منشأة سيدي الكبير للمشروبات الغازية بالبليدة – الجزائر

Abstract

Marketing innovation requires from organisations to continuously search for the development of its products in a way that achieves new gains to its customers/clients, and fulfills their needs and requirements. Furthermore, marketing innovation requires the making of new and unprecedented marketing operations. The goal of this study is to show the impressive role which marketing innovation might play in improving corporate performance and to what extent it is one of the factors of growth, through the innovation of products, prices, promotion, and distribution. From what precedes, the Algerian economic firms through Sidi-Elkebir's company as a model, innovate new products and operations based on marketing innovation as an avenue to enable them outliving in stiff competitiveness which is characterising their environment. The ultimate goal being the protection of their market share at least