LE ROLE DE LA RECHERCHE MARKETING DANS LA PLANIFICATION DES CANAUX DE DISTRIBUTION DANS L'ENTREPRISE ECONOMIQUE : ETUDE DE L’ENTREPRISE LES MOULINS DU HODNA DE M’SILA

• Main Authors: Mourad CHARIF, Safa FERHAT
• Format: Article
• Language: Arabic
• Published: Fatiha REGRAGUI 2017-12-01
• Series: Revue Economie, Gestion et Société
• Subjects: marketing research, distribution channels, distribution channels planification.
• Online Access: https://revues.imist.ma/index.php/REGS/article/view/10692

This study aims at showing the role of marketing research in the plannification of distribution channels in the economic enterprise. And to achieve this goal, we have divided this research into two axes ; a theoretical axis, through which we have discussed the basic theoretical approaches related to marketing research and distribution channels, and an applied axis ; dedicated to the study of the extent of adoption of marketing research in distribution channels planification in the company under study. A questionnaire was used as an essential tool to achieve the goal of the study, and in order to obtain significant results, we adopted the statistical method through a set of statistical indicators. Finally, responses to the main hypothesis and to the sub-hypotheses were reached and a set of recommendations and suggestions were proposed.