مجاميع المعرفة
Volume 5, Numéro 2, Pages 171-190

The Impact Of E-marketing Methods On Marketing Leadership. A Case Study Of Algerian Banks

Authors : Ghezali Fatima . Boudi Abdessamad .

Abstract

This study aimed to know the role of digital marketing (advertising, email, website and social networking sites) in achieving the marketing leadership in all its dimensions (Innovation, risk, the initiative and seize opportunities).On this basis, a field study was conducted on a group of staff members of banks operating in the state of Bechar. Sample size (73 individuals) from banks of study, where the data were collected through a questionnaire design, the first part is dedicated to personal data, the second part of the digital marketing tools and the third part of the dimensions of leadership. For this purpose, the statistical program SPSS was used (coefficient of determination, the unilateral pillars), and pointed out the most important results: where the knowledge of the extent and degree of vulnerability of the interrelation of all the methods of digital marketing in achieving marketing leadership.

Keywords

Digital Marketing, Marketing leadership, electronic advertising, marketing, Innovation