التسويق الإبتكاري وأثره في تحقيق الميزة التنافسية بالتطبيق على مجموعة دال كوكا كولا في الفترة من 2015-2019م

The aim of the research is to know innovative marketing in achieving competitive advantage. The research problem included that the competitive advantage in some contemporary organizations has become substandard; this is due to the ineffectiveness of its innovative marketing. The research hypotheses are based on the existence of a positive statistically signnificaicant correlation between innovation in price and achieving competitive advantage. There is also a positive statistically significant correlation between innovation in promotion and achieving competitive advantage. There is also a positive statistically significant correlation between innovation in distribution and achieving competitive advantage. The research followed the historical method, the descriptive analytical method, and the case study method. The research reached a number of results, the most prominent of which are: the Coca-Cola Company has a department that supports the culture of innovation in price. The company has also worked to apply innovation in the personal selling process. The company also worked to provide the material requirements for the distribution process. The research came out with a number of recommendations, the most prominent of which are: Enhancing the companys keenness to know the pricing strategies of similar companies and enhancing the process of applying innovation in the personal selling process. The company also maintains the provision of distribution services commensurate with the conditions of the customers