جستجوی مقالات مرتبط با کلیدواژه « بازاریابی » در نشریات گروه « مدیریت »

The purpose of this study is to present a green marketing model for cinematic situations in Iran. To achieve this goal, an applied approach and mixed exploratorydescriptive methods have been used. Data were collected through a five-point questionnaire and a five-point Likert scale. Data were analyzed using SPSS software and PLS structural equation modeling. Also, to collect qualitative data, semistructured interviews with experts and specialists in the field have been used. The statistical population of the study includes 15 experts (experts and specialists in the field of marketing management and the cinema industry) for the qualitative sector and 384 specialists, producers and planners of the cinema industry and private sector investors for the quantitative sector. The sampling method in the qualitative section has been done using snowball sampling method and judgment until theoretical saturation is reached. The results of the research in the qualitative section include 202 discovered codes in 34 categories. Among the categories of causal conditions, the most influence is related to the characteristics of cinema (0.897) and the least impact is related to the popularity of cinema (0.529). Among the categories of strategies, the most impact is related to the quality of the film (0.890) and the least impact is related to the brand-oriented (0.528). Among the categories of contextual features, the most influence is related to the character characteristics of the actors (0.874) and the least impact is related to the characteristics of the film (0.527). Among the categories of intervening factors, the highest impact was related to inflation (0.920) and the least impact was related to miseducation (0.581). Among the categories of outcomes, the most impact is related to audience attraction (0.889) and the least impact is related to brand personality building (0.663).

Competitiveness is one of the key success indicators of manufacturing companies. The purpose of this study was to design a model of strategic indicators effective in improving the competitiveness of companies producing. The present research was of a contextual survey type in terms of its practical purpose and of a mixed type in terms of the type of data search. The statistical population included professors, owners of companies producing sports products, experts in the field of export and import of sports products, experts in the field of marketing and managers of sports products companies, who distributed 20 interviews in the qualitative section and 120 questionnaires in the quantitative section collected. In the present study, to achieve a comprehensive conceptual model, first the from Glaser's method of Grounded theory, then to confirm the conceptual model based on the foundation data theory, a questionnaire was developed according to the research results. The research findings showed that internal indicators included management and structure, product improvement, service improvement, supply and design and marketing, and external indicators including legal and supportive factors, customer and consumer, market control and trade and international issues. Also, structural equation modeling findings show a good fit of Dada research model; According to the research results, companies producing can be successful in the market by improving their strategic indicators and improve their competitiveness.

This research was conducted with the aim of designing model of antecedents’ archetypes brand formetive cross-sectionally during the years 1399 to 1400 in the city of Hamadan, Qazvin, Sanandaj and Kermanshah.

This research is a field research in terms of its fundamental and practical purpose, in terms of descriptive survey method, in terms of the type of research data, and in terms of place and time of implementation. After 10 to 12 in-depth semi-structured interviews for each brand with the owners and managers of reputable brands and marketing professors using the phenomenology and coding method using Maxqda12 software, a series of features were extracted as archetypal antecedents of the same brand and based on the codes, questionnaires were designed and Individual forms were distributed among 201 customers who were consumers of the brand and had at least ten years of attitudinal or behavioral loyalty to the brand and collected data. Due to the non-normality of the research data in the Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation tests were used using SPSS and Smart PLS software. After confirming the reliability, convergent and divergent validity, the quality or validity of the model is checked and at the end the test of the overall model of the research is conducted, which shows the appropriate fit of the model and the model presented by the researcher is approved. To extract the Antecedents Archetypes Brand Formetive, considering brands that have a subconscious collective, were selected for Apple Brand Creator archetype, Xbox Brand Magician archetype, Pepsi Brand Jester archetype, Jeep Brand Explorer archetype, Diesel Brand Outlaw archetype, Rolex Brand Ruler archetype, Sony Brand Sage archetype, Chanel Brand Lover archetype, Coca Cola Brand Innocent archetype, Gap Brand Everyman archetype, Nike Brand Hero archetype, Niva Brand Caregiver archetype. Based on the model obtained from the research, a series of characteristics were extracted as the antecedents of the archetype of each brand.

Using the coding method, 2316 codes including 457 sub-codes, 79 semi-sub-codes and 12 main codes were extracted from 137 interviews, then 12 questionnaires were designed and a total of 2412 questionnaires were distributed for 12 selected brands in the distribution research and the findings were analyzed. and finally, the Formetive antecedents of each of Jung's 12 Archetypes in marketing were extracted from the data. For each brand separately, a series of factors were obtained from the interviews and questionnaires as the antecedents of the same brand, which indicated and confirmed the specific archetype of the same brand and fulfilled the purpose of the research. For example, The findings of the research show that the antecedents archetypes Formetive: Different thinking, Creative and passionate, Transforming ideas into reality, Innovative and impactful, With quality and a long history, Smiling and funny, Easy life, Challenging other brands, Fear of boredom, Reminder of happy moments, Clever, Funny, Playful and Irresponsible, Lovely, Gaining new experiences, Looking for a better world, Overshadowing the borders, Enjoy your discovery, Away from limitation, A better and more real life, Youthful, Adventurer, Complex personality, Luxury, A different and new appearance, Make the world a better place, Destroying traditions, A successful commander in challenging conditions, Desire to help the world, Dominance and Control, Constructive, Discover new parts, Decoder of clues and solver of the riddle of existence, Emphasis on research, Development and innovative developments, Encourage the customer to think, Seeking knowledge and expanding information, Good sense for life, Finding opportunities and strengths, Independent, Lifelong learner, Differentiation from Competitors' Products, Idealistic and Traditional , Nostalgic, Loyal to customers, Willingness to help, , High quality, sense of belonging, Desire to communicate with others, Defending his territory and honor or from the oppressed, Development of borders, Escape from limiting environments, Diverse and affordable, Desire to communicate, Empathize and help others, Believing in seeing and feeling through the eyes of others, Reassurance, Self-care in the form of self-acceptance, Compassionate, Patient and Friendly.

According to the antecedents obtained from the research, it can be said that archetypes have a great impact on the formation of your brand. Also, the findings show that archetypes have an impact on the formation of brand personality and help us understand the meaning and concept of the brand and are very important tools for marketing and differentiate brands from each other. An archetype is what gives originality to a brand. Archetypes play an undeniable role in our success in the marketplace. The archetype of the brand differentiates from competitors, creates a sensory connection with the audience, creates a lasting relationship with the customer, focuses on good features and conveys the brand's message and purpose.

In today's business world, digital technologies continue to advance at an increasing and revolutionary speed, and it is referred to as the fourth industrial revolution; So that none of the different aspects of businesses have been spared from its raging waves and it has led to the change, modification and adjustment of businesses. Marketing is one of the vital and important sciences in management and business, which has been heavily influenced by information technology. A clear example of that is digital marketing. The aim of the current research is to design a digital marketing model in the country's banking industry. The participants of the research were 14 experts and university professors in the field of marketing, experts and specialists of banks and insiders with the purposeful (judgmental) sampling method and based on the rule of theoretical saturation. In order to find meaningful phrases and sentences from the text of semi-structured interviews with experts, the qualitative technique of thematic analysis was used; In the first stage, 85 key themes were identified by combining the obtained concepts, then in the second stage, 21 unifying themes were extracted through the identification of similarities in the underlying structure of the key themes, and finally, by merging the structures similar to the unifying themes, these themes were divided into 6 macro themes. : Digital customer orientation, digital market orientation, digital marketing strategy, digital value co-creation, digital branding and digital banking management.

In the future world, where self-sustaining artificial ecosystems are designed and developed as sustainable habitats for humans and other creatures, marketing has also undergone fundamental changes. These ecosystems, which are managed using advanced technologies and artificial intelligence, require innovative and intelligent marketing approaches that can adapt to their complex and independent environments. In this short article, we take a deep look at smart marketing strategies in these new ecosystems. From using environmental data to personalize customer experiences to designing campaigns that are synchronized with self-learning algorithms and self-adjusting systems, we will show how marketers can meet the changing and complex needs of the inhabitants of these ecosystems by using advanced technologies and predictive analytics. Also, the ethical and social challenges related to marketing in these self-sufficient environments have been examined and solutions are provided to create a balance between profitability and social responsibility. Finally, we will draw a vision of the future of marketing in a world that moves towards sustainability and self-sufficiency. And the importance of innovation and adaptability will be addressed in this direction.

The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions.

The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer.

The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment).

The objective & purpose of the present research is to determine the role of artificial intelligence in Marketing Policies & Market Management. The research method is the qualitative data acquisition by the content analysis approach. The research statistical population includes marketing managers and experts in this field, of which 15 out of them have made semi structured & in-depth interviews through theoretical sampling. Then, the relevant and intended codes were extracted by main and secondary categorization method.Results showed that by virtue of the content analysis process,50 secondary & 13 main categories were identified and classified during the encoding stages. Then, the final research model was drawn by using MAXQDA software.It can be concluded that power of artificial intelligence utilization is not only ready for staying in competition, but also for redefinition of marketing superior standards. The integration of artificial intelligence in marketing and market management is not considered only as a technological progress, but also represents a permutation in the way of comprehending, interaction and presenting the business services to customers in a dynamic and data-based marketing outlook.

ost sales managers focus too much on the product and various marketing methods and not enough on sales strategy. The purpose of the study was the importance of strategic planning in the sale of organic products in knowledge-based companies. The adopted research method is exploratory mixed research. In the qualitative part, purposeful sampling was used. In total, 20 experts and university professors were interviewed. In the quantitative part, the statistical population included 30 knowledgebased companies, which were selected using a simple random sampling method based on Cochran's sample size formula. As such, 300 people were selected and a questionnaire was provided to managers and employees for model testing. The validity in the qualitative part was addressed taking into consideration the criteria of confirmability, dependability, transferability, and credibility, and in the quantitative part, was addressed using content validity and construct validity. Reliability was confirmed in the qualitative part by test-retest methods and intercoder reliability and in the quantitative part by Cronbach's alpha coefficient. The developed qualitative model was tested in the form of a questionnaire. In the quantitative part, the model was investigated using confirmatory factor analysis and the fit of the experimental model was determined. In general, the results of the structural model showed that the proposed model has sufficient validity, which was analyzed using the Amoss software for the structural equation model. The fit of the structural measurement models and the overall model were confirmed. Finally, the general approach of strategic planning in sales shows that in order to sell products in knowledge-based companies, there is a strong need for interaction among members to formulate their strategy.

With the globalization of the market, companies try to improve their performance by using different processes. The advancement of big data technology has caused marketing companies to store a large amount of data about their customers. Therefore, better understanding of customers by big data information technology and the use of complex statistical software to analyze the needs of tourists has been considered in recent decades. Therefore, the aim of this research is to investigate the use of big data analysis strategy, Internet of Things and artificial intelligence to improve the company's performance. The current research is quantitative in terms of data collection and survey. The statistical population of the research is web-based tourism and travel companies, 384 of whom were selected using Cochran's formula and available. The validity of the research factors was confirmed by experts and Cronbach's alpha was used to confirm the reliability of the research. The findings of the research showed that artificial intelligence and the Internet of Things have a positive and significant effect on the creation of customer knowledge and user knowledge. Also, the creation of customer knowledge, user knowledge of the foreign market has a positive and significant effect on the rational decision making of marketing and the rational decision making of marketing.

The aim of present study is to identify indicators for development capabilities of digital marketing insurance industry indexes in Iran. It is a development- applied research and it is a descriptive- survey by nature and it is also the mixed type of qualitative and quantitative approach. In this study, extraction of indicators for development capabilities of digital marketing with the help of textual content analysis method is performed and then these indicators are screened in the insurance industry by using Delphi technique and finally, the indicators have been categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes documents and upstream records related to the development of digital marketing capabilities and the sampling method is purposeful. In Delphi section, the statistical population of the study was 10 insurance industry experts who were selected using purposive sampling and the statistical population in the exploratory factor analysis section is 384 insurance industry experts who were selected by using random sampling method. The field study tool of this research is a questionnaire. Findings show that knowledge of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very important for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, and etc. Finally, according to the indicators, indicators were categorized in the three dimensions of marketing research, organization's digital organization, and customer-related factors.

The purpose of this research is the relationship between e-governance foresight and the organizational transparency of managers (case study: Saderat Bank of Tehran province). According to its purpose, the research method is applicable, and in terms of its implementation, it is mixed (qualitative-quantitative), with an exploratory nature. The statistical population of the research in the qualitative part includes 12 experts, including university professors, organizational consultants, and senior managers of Saderat Bank in Tehran province, and the sampling method is non-random snowball; and the statistical population in the quantitative part includes all the employees of Saderat Bank in Tehran province; 7170 people of which 365 were selected as a statistical sample based on the table of Karjesi and Morgan. The sampling method is simple random. To collect information in the qualitative part, interviews and research literature were used, and in the quantitative part, two questionnaires made by the researcher and taken from the qualitative part were used. SPSS and PLS software were used for analysis. The results showed that a total of 101 indicators and 6 dimensions were identified for the foresight of e-governance, along with 6 dimensions of organizational transparency of managers. All the components of e-governance foresight had a significant and positive relationship on the organizational transparency of managers, and thus, the proposed model was formed. The results of the test of the relationships between the variables of the e-governance foresight relationship model with organizational transparency of managers show that the independent variables have been able to predict a strong level of changes in the dependent variables, and finally all the relationships between the variables of the e-governance foresight relationship model with organizational transparency Managers are approved.

This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on marketing and sales. The aim is to identify and analyze how these technologies are utilized and their effect on customer experience and satisfaction. This qualitative research collected data through semi-structured interviews with 26 participants. Participants were selected from marketing managers, information technology specialists, and user experience designers. Data analysis was performed using qualitative content analysis techniques. The study revealed that the use of AR and VR in marketing and sales could lead to improved customer experiences, increased interaction and product understanding, and enhanced customer satisfaction and loyalty. Four main themes were identified, including "Marketing Strategies with Augmented Reality," "Implementation Technologies," "Impact on Customer Experience," and "Challenges and Opportunities." The use of AR and VR technologies holds significant potential for positive changes in marketing and sales. These technologies provide more meaningful interactions with customers and help companies optimize customer experience and increase their satisfaction and loyalty.

The main goal of this research is designing a content marketing model in online stores of cosmetics and health products, carried out qualitatively based on the grounded theory approach. First, with the help of the foundation theory, a semi-structured interview was utilized to collect data. The data were then analyzed through Strauss and Corbin’s method and the Paradigm Model. Targeted modeling and snowball technique were used to samples for deep interviews, carried out with 21 experts and university professors. The open, central, and selective codes were produced followed by the development of the paradigm model for the content marking in online cosmetics and health stores as well as the output of MAXQDA software. During the qualitative stage, which was based on the grounded theory, 20 factors relating to content marketing model were identified by carrying out deep and semi-structured interviews and were used as the basis for the design of the paradigm model; there were: design, branding, social effect, quality of website services, technology infrastructure, marketing, law, managers’ decision-making, cosmetics and health website competitiveness, creating accurate and valuable content, empowerment of sales managers, strategy, content, human resources, customer relations management, performance, effective communication factors, economic factors, media, privacy factors. These components were classified under 6 main dimensions of the research which were causal conditions, background conditions, interfering conditions, phenomenon orientation, consequences, and strategies. The results of the study indicate that the online cosmetics and health stores are required to create relevant, attractive, and accurate content so that they will be able to attract more customers and retain sustainable competitive advantage.

Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial intelligence have changed the ways businesses operate. Of all the disruptive technologies, artificial intelligence (AI) is the lat- est technological disruptor and holds immense marketing transformation potential. Practitioners worldwide are trying to figure out the best fit AI solutions for their marketing functions. However, a systematic literature review can highlight the importance of artificial intelligence (AI) in marketing and chart future research directions. The present study aims to offer a comprehensive review of AI in marketing using bibliometric, conceptual and intel- lectual network analysis of extant literature published between 1982 and 2020. A comprehensive review of one thousand five hundred and eighty papers helped to identify the scientific actors’ performance like most relevant authors and most relevant sources. Furthermore, co-citation and co-occurrence analysis offered the conceptual and intellectual network. Data clustering using the Louvain algorithm helped identify research sub-themes and future research directions to expand AI in marketing.

Affiliate marketing is one of the traditional marketing methods that has been greatly welcomed with the growth of Internet tools in the context of digital marketing. Therefore, the current research was conducted to present the model of affiliate marketing in the insurance industry. This research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the managers of insurance companies, 17 of whom were selected using the purposeful sampling method. The data collection tool is an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the content method and theoretical validity and intra-coder and inter-coder reliability. In this research, qualitative data were analyzed with the content analysis method and Maxqda software, and quantitative results were analyzed with the ISM method. The findings of the research include the identification of the components affecting the implementation of the affiliate marketing program and its consequences. The results of the research show that the implementation of affiliate marketing will increase credibility and confidence in the business sector, increase website traffic and visits, and reduce costs and speed of publication.publication.hjjhh mk