دور التسويق في انجاح السياسات التسويقية في المؤسسات الصغيرة و المتوسطة دراسة حالة مؤسسة روائح المرود -الوادي

Abstract

The aim of our study is to show the of promotion in making successful the marketing policy of small and medium enterprises, so during this study we tried to know what the element of the promotional mixture play, which are advertisement, personal sale, public relation and the promotion of sales, for their rule in making successful the marketing mixture of small and medium companies in general and its promotional policy in particular. And after doing the theoretical study to know what small and medium enterprises are; legal and administrative aspects related to it. then, to know the important marketing aspects to study small and medium enterprises from the know ledge of its marketing policy, its marketing environment and its marketing system of information. In addition, we tried to explain the elements of the promotional mixture of these enterprises and that is considered an important aspect in making successful the marketing enterprise's policy like all small and medium enterprises which are in continuous increase, especially after the directive legislation for the promotion of small and medium companies, and the competition taking place among these institutions to survive in market. And study to be more nearer to reality, we tried to apply these concepts on an enterprise considered small and medium, taking into consideration the standards applied in Algeria, then to test the hypotheses and to deduce the results of the study.