Abstract

The marketing strategy plays a very important role in light of the changes and rapid changes in the business environment. It has become a necessity today for economic institutions in order to acquire a competitive advantage and this to ensure its survival and continuation and to face its competiteurs and the changes that affect the internal and external environment. And from that, this research paper aims to show the role and importance of the marketing strategy in the acquisition of a competitive advantage and that by highlighting the different aspects of the marketing strategy and how to have a competitive advantage.