دور التسويق الإبتكاري في تحسين أداء المؤسسة - دراسة ميدانية لمؤسسة سونلغاز -وكالة عين تموشنت

Abstract

This research examines the role of innovative marketing in improving organizational performance. It highlights this role and its importance in enhancing the performance of Sonelgaz – Ain Temouchent branch – and tests the relationships between independent and dependent variables related to innovative marketing and performance. The descriptive-analytical method was used to arrive at the research findings. Questionnaires were distributed to various employees of the organization. The results showed that the organization effectively implements marketing innovation, achieving a competitive advantage. However, some shortcomings were identified, and several suggestions were offered based on the practical aspects of the research.