Marketing vigilance and its role in improving marketing performance case study of a sample of economic institutions in M'sila

Abstract

An effective marketing vigilance system works to provide the necessary information about the development of the marketing environment for organization in order to implement its plans and achieve its marketing goals, as through it, organizations anticipate opportunities and threats, and this is in order to achieve distinguished performance and competitive advantage. Therefore, this study aims to know the role of marketing vigilance in improving the marketing performance of a sample of economic institutions in the state of M'sila, and for that, we conducted a questionnaire directed to the employees of the institutions by choosing a random sample represented by the general manager, heads of departments, and decision makers in the marketing departments, who numbered 46 individuals, where spss programs were used to process the data, and the study concluded, there is a correlation between marketing vigilance and marketing performance, marketing vigilance has an impact on marketing performance in its various dimensions(market share, profitability, customer satisfaction.)in the economic institutions in M'sila.