Identifying the Components of Marketing Excellence

This research was conducted to identify the components of marketing excellence in the aviation industry.

The current research was conducted with a qualitative approach and in-depth interviews with managers and industry experts. The participants in the research were selected through the purposeful sampling process, and the interviews continued until theoretical saturation was reached. Finally, 20 interviews were conducted, and the theme analysis method was used for data analysis.

The results of data coding led to the identification of 14 concepts and six categories, which include value creation, being a market driver, marketing efficiency, marketing learning, ethical marketing, and social responsibility, which are placed in three categories of market-oriented, company-oriented, and community-oriented components.

The components of marketing excellence, which are placed in three categories of market-oriented, company-oriented and society-oriented components, and the examples identified for each of them in the present research can be used both in marketing planning and in measuring the marketing performance of companies and a basis for comparing the performance of companies in the field be marketing.