Revue des Economies financières bancaires et de management
Volume 6, Numéro 2, Pages 79-99

الاستخبارات التسويقية كأداة لتحقيق الميزة التنافسية بمؤسسة مطاحن الزيبان القنطرة –بسكرة-

الكاتب : عبلة بزقراري . سهيلة عتروس .

الملخص

Abstract : The study aimed to measure the role of marketing intelligence to achieve the competitive advantage of Foundation Mills Ziban El-Kantara –Biskra-. Therefore was designed a questionnaire and was distributed 35 copy of it to a sample of managers in the organization and we got 31 copies are valid for analysis and study. After analyzing the data and test hypotheses using the SPSS program, the study found that the marketing intelligence had statistically significant role in the cost of the institution reduction, improved quality, flexibility, speed of delivery, but the results showed too that there was no significant role for the marketing intelligence in achieving creativity for institution.

الكلمات المفتاحية

keywords: marketing intelligence, competitive advantage