Information Technology And The Marketing Mix: An Applied Study Of Palm Mills In Chlef, 2026.
Auteurs : Belhadef Abdelhamid .
Résumé
This study aims to explore the impact of information and communication technology (ICT) on the marketing mix in Algerian economic entities, focusing on the case of Palm Mill in Chlef. The research adopted a descriptive and analytical approach, collecting data through a questionnaire distributed to the organization’s employees, with results analyzed using SPSS software. The study found that ICT has a clear positive effect on most elements of the marketing mix, particularly in pricing, distribution, and promotion, while its impact on the product itself was limited. The results also indicate that top management support contributes to enhancing the effectiveness of the marketing mix and increasing revenue by improving communication and coordination among employees and distribution units. The study emphasizes the importance of leveraging modern technology as a strategic tool to strengthen competitiveness and achieve optimal performance in economic entities.
Mots clés
Information and Communication Technology (ICT) ; Marketing Mix; ; Pricing ; Distribution ; Promotion
