Futurology of Integrated Communication of Social Marketing at the Iranian National Tax Administration (Based on Network Analysis Technique)

The aim of this paper is to provide research results using descriptive-analytical research method and qualitative-quantitative data obtained from questionnaire. Some factors such as reaching effectiveness of tax system functions, establishing social justice, taxpayers dissatisfaction and especially the culture of tax fraud, motived us to investigate effective agents on attaining a favorite future in social relationships with taxpayers from organizational expert's point of view.
Regarding limitation of the numbers of experts in Iranian National Tax Administration, available sample was used. Therefore, utilizing organizational documentation and experts, some components were recognized and extracted then they were prioritized by analytical Network Process .Afterwards, based on Dymtel Technique, the intensity of impression and being impressed as well as relationship network of relevant factors were examined by futurology method. Following assessment of these factors by experts, prioritizing of subordinate criterions was done as well. Results show that experts anticipated that individual oriented resources organization and social responsibilities as the most important priority in integration relationships in social marketing in Tax Affairs System, furthermore, motivation tendency, addressees' cooperation and economic needs were the most important priorities in subordinate criterions.

The result of this research can be used to explain social marketing strategies and designing of integration relationship of social marketing model in Iranian National Tax Administration.