Résumé:
The initial goal of tackling this topic is to provide a practical framework that determines various
concepts related to services' principles and notions for service marketing. Recently, service
marketing became critically important topic either in the marketing literature, or via the practices of
the managers. As a result, the concern rose towards industrial institutions which manufacture
material goods with services that are coupled with selling products. It has upgraded to higher
stages of development in reforming the institution of services and its functions as for instance, the
marketing function throughout integrated marketing activities that keep updated with the high
competition, this lead to figuring out new approaches to its persistence and resistance in the
market as adopting the new meaning of marketing tool to locate and uncover the needs, as well as,
the desires of the clients in the ever evolving age of societal cultural transformation and growing
awareness of clients. To elaborate further, this paper studies the case of the institution of Algerian
Telecom in Mostaganem" the Commercial Agency of Sidi Ali".
