الأفاق للدراسات الإقتصادية
Volume 10, Numéro 1, Pages 198-216
2025-10-01

Innovation In The Expanded Marketing Mix And Its Role In Enhancing Marketing Performance In Hotel Establishments: A Case Study Of Sheraton Hotel – Annaba–



Authors : Mekersi Sana . Tebaibia Salima .

Abstract

This study aims to identify the extent to which the dimensions of innovation in the extended marketing mix are available and their role in enhancing marketing performance at Sheraton Annaba Hotel. The results showed that the hotel's reliance on innovation in the extended marketing mix and marketing performance was at a very high level, with a positive relationship between their dimensions.

Keywords

expanded marketing mix ; innovation in the expanded marketing mix ; marketing performance ; Sheraton Hotel

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