محاولة تقييم الأداء التسويقي للمؤسسات الاقتصادية الجزائرية المستخدمة لتكنولوجيا المعلومات والاتصال

Résumé: The purpose of this study is to identify the degree of use of information and communication technology in Algerian economic companies, and showing its impact on marketing performance; as well as the extent to which such companies are relying on transparent system to assess this performance, to be able to suggest a sample for measuring marketing performance, based on different dimensions and taking into consideration technology as a determinant factor in changes imposed by environment. Applied study data were collected by means of a questionary distributed among 272 companies in the following VI provinces: Algiers, Blida, Laghouat, Djelfa, Chelf, Skikda, Ouargla, El-Oued and Bechar. This study deduced that there is a direct relationship between using technology within study sample companies and marketing performance, regarding size, quality and competence. Results showed that there is no disparity in the study companies marketing performance, relatively to financial indicators and other indicators related to operators, internal operations (adaptation of external and internal environmental changes), analysis marketing samples, marketing via database and marketing functions re-engineering. In return, such results confirmed that Algerian companies are interested in innovation and invention indicator, and those related to electronic marketing. Such non significant differences in marketing performance are assigned to the market nature relative to the company activity. As it is further proved that there is no relationship between the volume and the activity nature of the company and marketing performance. In conclusion, results indicated that there is non significant difference between the use of information and communication technology and the nature of the company property and the industrial sector; but there is significant difference between information technology used in the company and volume and nature of markets of such companies.

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