Innovative marketing and its role in achieving the bank’s competitive advantage Case study of Algeria Gulf Bank - Ghardaia

Abstract

What distinguishes the current business environment for most banking institutions is the constant and continuous change as a result of changing customer tastes and desires and the increasing intensity of competition. Through this study, we seek to determine the role of innovative marketing as a source of achieving competitive advantage in business organizations, in addition to testing the relationship between the independent and dependent variables concerning the contribution of innovative marketing. To cover the aspects of this study, we used the questionnaire as a tool for collecting primary data, which was directed to a sample of the study population, represented by the clients of Gulf Bank Algeria - Ghardaia - and the descriptive analytical method was used to suit this problem.