Exploring Attitudes Towards Competitive Marketing Strategies: A Case Study of Insurance Companies in Eastern Algeria
Year: 2024
Type: article
Abstract: This study investigates recent trends in Eastern Algeria's insurance companies regarding the application of competitive marketing philosophy, focusing on its four dimensions : Competitive Product, Price, Distribution, and Promotion. A structured questionnaire was distributed to a sample of 67 employees, and data were analysed using SPSS V29. The findings suggest that adopting competitive marketing strategies is essential for these companies to achieve their objectives amid increasing competition and market challenges in the Algerian insurance sector. Keywords: Competitive marketing, competitive marketing mix, insurance companies, GDP, Algeria.
Authors: GHADJATI, Yassine, AISSAOUI, Abderrahim, LAHOUEL, Samia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6977524973
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