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دور التسويق الريادي في تطوير صناعة السياحة في الجزائر - وكالة أنوار الصباح برج بوعريريج انموذجا-

D/ Nedjoua  Saoudi            D/ Drgama  Alameedy

Abstract:  The current study aims to introduce the concept of (entrepreneurial marketing) and presentation of its contents and practices in the tourism industry in Algeria. The analytic descriptive approach, taking anwar al sabah agency for Tourism and Travel in Bordj Bou Arreridj as an example of this trend for survival and development in tourism.

This study showed that anwar al sabah for tourism and travel agency has implemented many dimensions of entrepreneurial marketing in its activity, and has achieved remarkable success in a short period through creativity and innovation in marketing and resource development and gain opportunities and growth under risk conditions in addition to the initiative or proactive approach. And thus it opens up promising prospects for the development of mechanisms and ways of success in the tourism industry in Algeria.

Keywords: Entrepreneurship, Marketing, Entrepreneurial Marketing, Tourism Industry, Anwar Al Sabah Agency.

Jel Classification Codes: M31