دراسات اقتصادية
Volume 2, Numéro 4, Pages 633-648

The Impact Of The Marketing Environment Audit On The Company’S Marketing Performance - Case Study On Mobile Phone Operators In Algeria

الكاتب : Leila Mosbah.

الملخص

The study of mobile phone operators in Algeria which is a competitive and vital market, aims in checking internal and external marketing environment variables on performance indicators (Marketing share, sales growth and customer satisfaction). This study includes a sample of 29 manager officials for the 3 operators: Djezzy Ooredoo and Mobilis". The result shows that the effect of the marketing environment is positive on the overall marketing performance indicators (marketing share, sales growth and customer satisfaction). According to the sample of the study, there is an effect of auditing the marketing environment to increase the effectiveness of marketing performance for mobile operators in Algeria.

الكلمات المفتاحية

Marketing environment audit, marketing performance indicators, mobile operators.