الفهرس 
الإطار العام للبحثيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The study tested the mediating role of information systems in the relationship between marketing alliances and marketing innovation by applying it to a sample of 378 employees of commercial banks in the State of Kuwait. The results of the study showed a significant effect of the dimensions of marketing alliances on marketing innovation, and there is a significant effect of the dimensions of marketing alliances on marketing information systems, a significant effect of the dimensions of marketing information systems on marketing innovation, as well as there is a positive indirect significant effect of marketing information systems on marketing innovation, and that Through the partial mediation of marketing information systems. The results of the study were discussed and some recommendations were made that contribute to improving marketing alliances, marketing innovation, and information systems, and some future studies were also suggested.