نشریه مدیریت بازاریابی هوشمند
سال دوم شماره 4 (پیاپی 10، مهر و آبان 1400)

Transformational technologies such as the Internet of Things, big data analytics, blockchain, and artificial intelligence have changed the way businesses operate. Of all the transformational technologies, artificial intelligence is the newest transformative technology and has great potential in transforming marketing. Experts around the world are trying to find artificial intelligence solutions that best fit their marketing roles. However, a systematic review of research background can show the importance of artificial intelligence in marketing and future research directions. The present study seeks to suggest a comprehensive review of artificial intelligence in marketing using bibliometric network analysis, conceptual and rational existing research background published between 1982 and 2020. A comprehensive review of 1580 articles helped to identify the performance of scientific actors such as the most appropriate authors and the most appropriate sources. In addition, co-occurrence and co-occurrence citation analysis suggested a conceptual and rational network. Data clustering using the Levine algorithm helped to identify research sub-themes and future research pathways for the development of artificial intelligence in marketing.

The purpose of this paper is to design a hierarchical and distinctive model of social marketing principles, concepts, and techniques based on existing lists of unequal and indistinguishable basis criteria (and perhaps as an alternative).

This is a concept paper that presents a hierarchical model of the principles, concepts, and techniques of social marketing. This new description of the principles of social marketing, its four main concepts, and its five techniques, shows us a new way to imagine and identify the various elements that make up social marketing. This new model helps us to build and develop the basis of social marketing theory, based on a definition study by the International Social Marketing Association (iSMA), the Australian Social Marketing Association (AASM) and the Social Marketing Association Europe (ESMA). This model provides a basic proposition for future research. We suggest that future research experimentally test this proposed model. This article seeks to develop the basis of social marketing theory by creating a logical case for the need to distinguish between principles, concepts and techniques when describing social marketing.

Economic value added is an indicator of the total value created by a company in a business Controls. This index addresses the challenges that companies face in measuring financial performance. Economic value added expresses economic profitability by measuring profits after deducting the returns expected by shareholders. The present study is applied in terms of purpose and review-narrative in terms of variables relationships and data collection. The statistical population of the present study includes all available articles, sites and books related to economic value added, reading previous articles and using secondary data. The sampling method is purposeful. The results show that economic value added is the best measure of performance and is the value that exists in the process of producing a product or providing a service. comes. Also, the main goal of any organization is to create value for the owners and the goal of investors from investing in a company is to obtain a return commensurate with their investment. If a company or organization succeeds in creating value, not only investors and corporate insiders, but also the wider community will benefit from this value creation.

This study aims to determine whether understanding the basic motivations of a veteran consumer can help determine the mechanisms for willingness to pay online. To achieve this, a simulated purchase on a fictitious e-commerce site for a consumer product (called a "new entry" or "classic") was used to measure the effects of two basic motivations (ie, achieving a colleague versus self-preservation) on the desire to Check product purchase online. The main focus of this article was on examining the capacity of motivation to achieve a partner and self-preservation to balance the relationship between attitudes toward the product and the desire to buy, as well as the effects of motivation on the desire to buy. Through analysis of the effects of interaction and regression, it was shown that the underlying motivation to reach a partner is directly related to increased willingness to buy in both types of products and balances the relationship between product attitude and willingness to buy. Self-preservation motivation increases the desire to buy classic products rather than new entries. With a brief look at the underlying motivation in the consumer domain and potentially, the first research on the effects of modulating underlying motivations, the results mainly support the concept of predictable motivation resulting from behavioral tendencies.

Given the facts such as conflicts of interest between information providers and investors, the use of estimates and estimates in the calculation of some elements of profit and loss, the possibility of using various accepted accounting methods and issues such as smoothing and management of profits, the use of profits. The title threatens the decision-making criterion, which doubles the need to examine the issue of profit quality. Therefore, the present study aimed to explain and identify the relationship between management ability and profit quality, which has been collecting information through documentary study, library and searching for information from various written and digital sources. The research community consists of all available written and unwritten scientific documents and resources in the researched fields. Findings indicate that there is a significant direct relationship between management ability and profit quality. That is, the greater the ability of management to make optimal use of the company's resources, the greater the cash portion of the profit, and vice versa.

All the jobs and business owners mentioned in this book are real. The majority of those who work are indicated by their names in the cities. However, because some of our examples are less flattering, and for other reasons, including privacy, we have changed names or, in a few cases, places and jobs. In some cases, jobs are advertised in the book as an example - their marketing ideas are so good that we have included them anyway. In most cases, if businesses are used as an example of advertising, you should know that this is a small part of their marketing mix.