Design of Marketing Excellence Model in ‎Manufacturing Industries Based on Mixed ‎Approach

Marketing excellence is a comprehensive framework of core values and ‎criteria in all aspects of marketing, which can assist the managers to evaluate ‎the activities, procedures, processes and results in order to identify the ‎strengths and areas of improvement and improve the organizations in such ‎areas. In spite of implementing the concept of marketing excellence and ‎existence of too many awards in national and organizational levels in the ‎world, there is no evidence of scientific model and study in this area. The aim of this study is designing the marketing excellence model in ‎Iranian manufacturing company, through which the core values and criteria ‎in marketing area will be identified. According to the results of data analysis, the core values of marketing ‎excellence were marketing orientation, social and ethical responsibility, ‎marketing productivity, learning and continuous improvement and focusing ‎on the results and adding value. The criteria of marketing excellence model ‎were market-oriented leadership, defining & understanding the markets, ‎marketing strategy, marketing infrastructures, marketing mix and marketing ‎results. Also the sub-criteria and the conceptual relations between the ‎enablers and the results were identified. ‎