التسويق الرقمي في المؤسسات الناشئة بين الواقع و التحديات - دراسة حالة مؤسسة " بريستو "(presto ) -

Abstract

This study aimed to clarify the reality of digital marketing in start-upsand shed light on the challenges that the latter face in applying digital marketing. This is by linking the dimensions of digital marketing and the challenges of the start-ups. The questionnaire tool was used to collect information and the statistical program SPSS to extract the results of the questionnaire. Which was distributed to the management level of the start-up “Presto” in the state of Tebess.The study also found that the start-up، Presto، focused on two dimensions of digital marketing (learning and communication) and that it did not show much interest in the rest of the dimensions (attraction، participation،and retention).