LES OBSTACLES DE LA PRATIQUE MARKETING DANS LES ENTREPRISES ALGERIENNES : REVUE ANALYTIQUE 1980-2020

Abstract

The adoption by public or private Algerian companies of new management techniques adapted to the new business environment, in particular marketing, is inevitable. Our article seeks to explore the obstacles that prevent companies from developing marketing activities. We proceeded by an analytical review of ten published scientific articles which dealt with the obstacles of adoption of marketing in Algeria in the period from 1980 to 2020. Our results indicate that the socialist ideology, the false perceptions of marketing, the practical factors linked to the underdevelopment of the Algerian economy, the domination of the logic of supply and lack of marketing skills as the main obstacles.