نشریه مدیریت بازاریابی هوشمند
سال دوم شماره 1 (پیاپی 7، فروردین و اردیبهشت 1400)

The financial decisions of any institution are one of the most important and complex matters related to it. Therefore, in order to control these decisions, the financial manager of that institution must know all the financial operations related to the institution and provide all the necessary tools to perform them with a proper planning. In fact, the financial manager should with a logical foresight adjust the company's financial activities in such a way that he is sure that the allocation of the company's capital is set to the most efficient possible condition and the company's capital portfolio is optimal. The purpose of this article is to introduce the important criteria in financial decisions, identify their role and explain the analysis of data to select appropriate financial models for optimal decisions in financial management. Due to the lack of sufficient Persian sources, the authors decided that by using up-to-date research and up-to-date information in the field of financial management theory, a small step in increasing domestic science and helping interested researchers and advancing the trading market environment. Domestic companies to global markets

Brand loyalty is one of the main concepts and structure of marketing and has a significant semantic difference with the customer's buying habit. The main point is to focus on the concept of brand loyalty and its relationship with customer satisfaction, his trust in the brand and finally the attitude and behavior of the customer on the brand. The stages of building loyalty begin with initial cognition and lead to close emotional comprehension and feeling, and then to meaningful communication. Brands can communicate with their customers. When a consumer pursues a particular brand in his daily life to satisfy his desires, he is looking for a name that satisfies him. This is the relationship between the brand and customers, which is expressed in terms of brand loyalty, which is one of the important research topics in brand management.

By improving information technologies, banks and financial institutions offer more services to their customers by using new methods. One of these methods is internet banking. Banking concepts indicate the importance of trust of costumers in usage of banking services. So by recognizing the attributes of internet banking and their effects on costumers trust, we presented a conceptual model for this research. The data of this research gathered by 384 questionnaires from internet banking users of SAMAN bank . Data analyses were done by confirmatory factor analysis, structural equation modeling and Friedman test. Results show that transaction speed, easy to use, usefulness and security have positive and significant effect on customers’ trust. Also results confirmed that internet banking customer’s trust positively influenced customers’ intention to use.

The brokerage index (for example, useful brokerage) in many countries, including Iran, is the basis for trading decisions of traders, especially newcomers to the capital market, and for this reason is the basis of Internet searches. An examination of Internet searches on this basis can describe the behavioral patterns of brokers in the stock market and competitive conditions and corporate ambiguity, and provide the possibility of predicting them and provide data that can be analyzed to determine the competitive conditions and The ambiguities of the company were achieved. In this study, two indicators of "competitive conditions and ambiguity of newcomers" and "useful brokerage users" have been used. The method of the present research is theoretical in terms of purpose and interpretive-analytical in terms of nature. This realization is taken from review studies and its information has been collected through a library. Shareholders provided useful brokers.

Digital marketing is a new generation of marketing. Today, in order to maintain and expand businesses, it is necessary to make changes in the type of advertising and the way it operates. It is no longer the case that you can get a lot of customers with a TV commercial that has been the best. Whether we accept it or not, the lives of all of us have become digital, and the tools at our disposal, such as mobile phones, tablets, satellites, etc., confirm this; so you have to grow your business with digitalization to ensure its survival. To access this issue, you need to be familiar with digital marketing techniques. Digital marketing techniques or digital marketing changes a lot every year and you should always update your information in this field. This article describes the generalities and definitions of digital marketing and describes all the tools and techniques of digital marketing.

Today, it has been observed that the development of information technology in different societies is different and the reasons for this difference are in the rate of technology acceptance. The purpose of this study is to find out how the tourism industry is affected by e-marketing. The statistical population of this study is 756 employees of travel agencies and employees in the reservation and marketing of hotels in Kurdistan province and the number of selected sample members is 255 employees of these centers. A valid and reliable questionnaire was used to collect data and descriptive statistics and structural equation modeling were used to analyze the data. The results of data analysis showed that organizational factors, environmental factors, technological factors and perceived ease of use have a positive and significant effect on the acceptance and use of e-marketing and perceived ease of use has the most effect and technological factors have the least effect. Also, organizational and environmental factors have a significant effect on perceived ease of use, perceived compatibility and perceived comparative advantage, and technological factors have a significant effect on perceived ease of use and perceived compatibility.

Neuromarketing or neural marketing means marketing based on people's neural processing. Instead of direct surveys of people, their mental views are assessed using various methods of brain scan and EEG. Neural marketing is the result of combining the knowledge of marketing and neuroscience or neuroscience . This emerging combination of knowledge shows industry owners what is bstractreally going on in the minds of buyers. The passage is different. Decisions are more emotional than rational and reasoned, and even rational decisions can never be made without the help of emotional aspects. In fact, it is these feelings and emotions that make us interested in a particular brand. Neural marketing is a better understanding of brain function in order to improve marketing and sales operations and enable companies that provide services and goods to sell more product boxes in today's highly competitive market. If we accept that each of us makes a decision-making action at the time of purchase, then in each purchase, we perform a complex mental activity. An activity that is heavily involved in emotional issues. Many decision-making processes take place at the subconscious level of the mind, not at the conscious level. The main purpose of neural marketing is to extract this invisible information from people's brains. In this article, we review the five senses and emotions and examine the role of neural marketing in recognizing the shopping emotions in the customer.