Analysis of the e-marketing reality in Algerian banks during the period ( 2021-2022) Bank For Agriculture And Rural Development Tiaret – as Model

Abstract

This study aims to shed light on e-marketing and its importance in economic institutions as a modern tool that allows the optimal use of digital technologies and information to determine the needs of target markets and provide goods and services to customers. And through the field study at the Bank of Agriculture and Local Development of Tiaret Agency, we found that the value of the regression coefficient amounted to B = (0.574)), which is less than (0.05), and the coefficient of interpretation reached R²= (0.318), meaning that e-marketing has a role in enhancing competitive advantage by (31.8%).