Résumé:
The business environment is characterized by developments and
various changes in the economic sector as well as changes related to
the needs, wants and tastes of consumers.
All of these factors have made it necessary for the company to take
refuge in its innovative capacities, for this; innovation has become an
imperative necessity for every company in search of success and seeks
to maintain its market share.
This study came to examine the subject of the importance of
marketing innovation in the institution of service at the level of the
Algerian National Bank "BNA" Agence Mostaganem which we relied
on the scientific remark and maintains with responsible for said bank
the study in question brought out that innovation is very impotent in
the development of the service and this through innovation in the
different elements of marketing mix and expect the excellence that
will distinguish us from the competitors and satisfy customers and
earn their loyalty.
