الفهرس 
الإطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The purpose of the study is to identify the role of innovative marketing in enhancing competitive advantage, and to identify the impact of product innovation, pricing innovation, promotional innovation, and distribution innovation in enhancing competitive advantage.
The study depended on two types of data secondary and primary data that were directed to marketing managers and research and development managers in the food industry organizations in question in the Arab Republic of Egypt, and the study population includes food organizations whose capital exceeds 10 million pounds and organizations that follow the private system, and the study population consists of 60 Organization they were taken as a blanket inventory.
The results showed that there is positive, statistically significant relationship between innovative marketing in enhancing the competitive advantage in the companies under study, where the total correlation coefficient between the innovative marketing variable and the competitive advantage variable. That is, the greater the interest in innovative marketing, the greater the competitive advantage. There is also a strong positive correlation with statistical significance between the dimensions of competitive advantage and innovative marketing.
The study recommends that continuous development and a achieving the innovation in marketing must be the main objective of the company. And the main source of innovation is the consumer by knowing their complaints, suggestions and criticisms, and observing the changes that occur in their consumption and purchasing habits. Because, food organizations need to engage in marketing innovation that enhances their competitive advantage. It causes consumers to search for organizations with values that meet their needs.