The role of innovative marketing dimensions in managing marketing risks in economic organizations

An exploratory study of a sample of employees of some banks operating in Algeria

Abstract

Thisstudyallowedtoshed light on the reality of applyinginnovative marketing to banks operating in Algeria, as well as knowing the role of its dimensions in managing marketing risks as a modern and effective method in developingeconomic institutions in general and banking institutions in particular. The relationshipbetween the variables studied; The researcherstried to answeritthrough the fieldstudy by preparing a questionnaire and distributingit to a randomsample of the 54employees of somebankingagencies in the state of Ghardaia, with the help of the SPSS program and somestatisticalmethods in order to analyze the obtained data and arrive at the desiredresults.The most important conclusion of the studyis the existence of a moral relationship and influence between the dimensions of innovative marketing and marketing risk management as two important dimensions of marketing leadership thatbanksseek to achievethroughseizingopportunities to gain and retain profitable customers, as well as facing marketing risks in the business environmentaccording to the opinions of the studysample. It alsoconcludedthatitisnecessary to encourage the application of the philosophy of innovative marketing in the Algerian bankingsector and to facilitate the transition to electronicbanking to keep pace withdevelopments at the global level and to face the increasingintensity of competition, especially in light of the bankingreformsrecentlytaking place in Algeria