Introducing an heuristic approach to define the distribution channel; a Case Study in a Telecommunication Industry

In Spite of the importance of marketing concept in public and non-profit organization as well as in private sectors, there is no evidence to show a sufficient attention among Iranian public organization. According to Developed countries researchers, these public organizations receives a number of considerable budget and their performances have so much effects on so many people however, unfortunately most of these organizations are not efficient and effective. As approved in developed countries researches, marketing discipline can help these organizations to deliver their services more and more effective to their customers. Nevertheless there are not sufficient practical approaches to show case the beneficial usage of marketing discipline in Iranian organizations. In this regard, based on a research which defined in a project in Iran Telecom Research Center (ITRC), we try to define an heuristic approach for defining a place strategy as a one the main marketing mixes. These heuristic approach then implemented in a Telecommunication company as a case study. This paper will present this heuristic approach and its implications in a case study, with hope to help other public organizations to more reliance on marketing discipline including place strategy.