مجلة البشائر الاقتصادية
Volume 3, Numéro 4, Pages 251-263
Authors : Moulefera Fatima Zahra .
Innovation in various fields has become imperative, especially in economic life. Institutions active in competitive sectors must strive to create innovative products that distinguish them from their competitors and seek to win customer loyalty and enable them to reach their strategic goals. Innovation is not limited to the form, specifications or service of the product, but it may be related to the marketing side in the correct sense, or what is known in specialized literatures as marketing innovation, and this is the subject of this paper, through which we sought to interpret and analyze this concept and how it is used in the banking sectors (Agricultural and Rural Development Bank). Among the results obtained is that the bank is adopting an innovative policy to keep abreast of the changes that take place and to compete both the national and foreign banks active in the Algerian banking market through its marketing mix either in the mix of products and services which is considered the most important contributor to the percentage of bank innovation through the sample of customers, the category staff and managers, or through bank pricing, despite the weaker percentages due to other marketing mix elements, leading to the distribution and promotion of banking, which had an important role in raising the percentage of banking innovation.
.Marketing Innovation; Competitiveness; Competitive Advantage; Banking; BADR.
Said Houari Amel
عبد الناصر عاشوري