نشریه مدیریت تبلیغات و فروش
سال سوم شماره 1 (پیاپی 9، بهار 1401)

The period of recession is also referred to as the period of recession and crisis. Marketing is a useful tool to identify and meet customer needs and plays a vital role in retaining existing customers during the recession, as well as in attracting new customers and retaining market shares. The main purpose of this research is to conceptualize and design a marketing model. Recession with data-based approach is based on qualitative research method.The research method of the present article is qualitative-exploratory with a data-based paradigm approach. Semi-structured interviews according to the paradigm model were used to collect data. Sampling was purposeful and snowball method which was done with the opinions of 25 members of managers and officials of Pakshoo Industrial Group companies.The findings obtained during the open, pivotal and selective coding process led to the designed model of recession marketing including causal factors, contexts, interventions, strategies and consequences, which finally resulted in 30 categories and 521 codes.Finally, each of the categories was interpreted and research related to the research results were identified and applied. If you choose the right marketing strategy, the period of market recession, which in many cases is a threatening period, can be the best period of market development and profitability, and even increasing market share can be very significant.

The present study aims to investigate the impact of the use of advertising-based advertising (Banner ads on the web) for the use of cultural services, changing their profile, through the tendency to advertise Among students at Najaf Abad University .The research method is a descriptive-correlational type for the purpose of application. The statistical population consisted of all students of Najaf Abad University of Humanities in the year98-99 The number is 1647 female students and 1464 male students Of these, 642 people were selected by using a sample-based sampling method. The analysis of the research data in descriptive descriptive level was performed using statistics such as mean and deviation of the non-interferential criteria using structural equation modeling, variance analysis using LaserL and SPSS software. The findings from the research hypotheses showed that the effectiveness of advertising based on the use of cultural services is important in terms of changing the profile of individuals through the tendency toward advertising.

Knowing customers and identifying profitable services is of great importance due to the diversity of bank customers and the variety of services in the country's banking system. Customer relationship management is now the core of the business world, today the electronic portals of banks using various information exchange networks such as Satna, Paya, Chakavak, Sayad and. . . They are connected to each other. The most important interbank network used in Iran is Shetab network.In this study, data mining techniques were used to classify and rank customers in the Shetab network using an improved RFM-based data mining model so that banks could analyze and evaluate their customers' behavior in this network and formulate Deal with effective policies in dealing with customers.For this purpose, the required data were extracted from the bank card switch database and the required analyzes and data mining operations were performed on it by CRISP method. This data is available in the database of the Welfare Bank and was extracted from the database of the institution using DML commands. Also, in order to review similar studies and increase information through library and internet studies, information related to the model was collected. Finally, R+FMW presented a model for clustering bank customers and their transactions. The results showed that the developed R+FMW model has a higher accuracy than the basic RFM model and by using this model, banks can identify customers active in the interbank exchange network (acceleration) and expensive customers and communication channels. Recognize in terms of fees and demographic information

Social capital in the workplace facilitates knowledge sharing through access to relevant knowledge for enhanced innovation in the organization. The purpose of this study is to investigate the effect of knowledge sharing and social capital on employees' innovative job performance. The research method is descriptive-correlational in nature and applied in terms of purpose. The statistical population of the study consisted of 187 employees of electricity departments in the west of Mazandaran province, of which 124 people were selected based on Krejcie and Morgan table and stratified random sampling as the sample size of the study. The collection tools included the Connelly et al. (2012) Knowledge Sharing Questionnaire, the Social Capital Questionnaire from the Putnam Standard Questionnaire (1999), and the innovative job performance of Scott and Brass (1994). In order to analyze the data, the structural equation technique was used using Lisrel statistical software and Spss22 statistical software. Findings showed that social capital and knowledge sharing have a positive and significant effect on innovative job performance and the component of trust in the organization has the greatest impact on social capital and knowledge sharing. The results showed that knowledge sharing has played an increasingly mediating role in the impact of social capital on innovative job performance.

One of the important measures in the social field is the issues related to the needs and solutions of the country's energy field that affect individuals in society. Today, sustainable, cost-effective and secure energy supply is one of the key concerns of countries. In Iran, one of the most challenging areas of management is comprehensive policy-making for the country's energy sector, so identifying and evaluating internal and external factors affecting the country's strategic economic position is the main purpose of this study. By doing this, macro and micro economic measures in the field of energy will be identified and made available to the relevant managers.The method of this research is mixed and using SPACE matrix (strategic positioning matrix including defense or survival strategies, conservative, contingent or competitive and aggressive) and summarizing the information obtained and the results of corporate managers' theories based on the statistical population of corporate managers (5 Company in the field of oil and 4 companies in the field of energy) has been done. The results indicate that among the internal factors, the components of strength have a higher mean than the components of weakness, and among the external factors, the average of threats was higher than the average of opportunities. Therefore, the strategic position of the country from the perspective of energy-related industries is a competitive position and the models introduced in this study on the competitive position can be used for these industries.

The purpose of this research was to identify the effect of E-service quality and customer satisfaction on customer behavior in online shopping of Digikala online store

This research is a survey, applied and descriptive in terms of purpose. The statistical population includes all customers of Digikala online store in 1399 who have purchased from this store at least once. Available sampling method was used for 384 people and in order to collect information, Rita, Oliveira and Farisa(2019) 66-item questionnaire was used. For descriptive statistics, dispersion and central indexes were used along with graphs to fit the tables and to estimate the results of hypotheses and obtain the necessary values for statistical analysis, Kolmogorov-Smirnov tests, confirmatory factor analysis and structural equation modeling Statistical software SPSS version 25 and PLS version 3 were used.

All eleven research hypotheses that have examined the relationships between the variables of e-service quality, customer satisfaction, customer trust and customer behavior in online shopping have been confirmed. The results of the first, second, third and fourth hypotheses of the research showed that site design services by 43%, customer service by 20%, security/privacy by 16% and delivery by 46% affect the overall e-service quality in Digikala online store and improving the site design services, customer services, security/privacy and delivery process on the store site increases the overall e-service quality provided to customers. The results of data analysis on the fifth and sixth hypotheses of the research showed that the overall e-service quality affects the customer satisfaction by 35% and customer trust by 43% in Digikala online store and increasing the overall e-service quality increases customer satisfaction and trust. The results of data analysis on the seventh, eighth and ninth hypotheses of the research showed that customer satisfaction affects the repurchase intention by 29%, word of mouth by 34% and site revisit by 52% in Digikala online store and increasing the level of customer satisfaction has a positive effect on their buying behavior. .

The use of artificial intelligence in customer relationship management as the core of marketing activities has been considered by today's businesses. The researchers first extracted the concepts by reviewing the studies and previous researches, but due to the non-relevance of some of the extracted factors to the current situation of Iranian banks, they were used by experts using the interview method and Delphi. The research method is a mixture of qualitative and quantitative and is considered developmental and applied in terms of purpose. The components were first identified through interviews with 21 experts. Then a model was developed that includes 197 indicators and 21 concepts of customer relationship management based on big data. In three stages, in order to approve the initial model, experts and managers of the western banks iran (West Azerbaijan, Kurdistan, Kermanshah and Hamadan provinces) were consulted, and finally the model was approved. Based on the obtained results, banks with data and big data algorithms have used fifteen strategies in three stages of relationship start, relationship maintenance and relationship end, and consequences such as revenue increase, cost reduction, personal and dynamic pricing, advertising targeting. , Improved profitability, development of new products and services, allocation of smart resources and assisting managers in decision making. Also, management issues and challenges and ethical issues and privacy affect these consequences.

Considering the importance and effectiveness of transportation in regional and local development in countries, this article examines the challenges and strategies for the development of the air transport industry as one of the sub-sectors of the transportation industry. According to the results of research, it can be concluded that the value added of the air transport industry and the level of wages and the price of capital as the price of factors of production in this sector are the most important factors in increasing production, employment and labor force in These sections are in Iran. This seems to be due to the fact that in the past few years, for various reasons, including international sanctions, the provision of foreign exchange resources, and the depletion of fleets and equipment in the air transport industry, the negative impact of the corona epidemic on the transportation economy Transportation, high investment has not been made in Iran's air transport sector, and due to the lack of sufficient capacity in this sector, in many cases, shortages can be observed. Therefore, the increase in value added in this industry leads to an increase in demand for labor and increases employment. On the other hand, because most of the people working in this sector are professionals and educated people, the added value that these people create is much higher than other sub-sectors of transportation. Therefore, aviation, while being one of the most important sub-sectors of services for regional and local economic development, has the capacity to invest in this sector, a significant increase in macroeconomic variables in the country, including employment create...

Understanding the competencies is the starting point for the implementation of numerous human resources systems such as talent management and succession in the organization. The present study, given the importance of this subject, focuses on designing a competence management model for art and culture managers, and since the study and summarization of past studies has taken an important step in drawing a comprehensive image of them, they have taken into account their comprehensive image. . Therefore, in the first step, with the inclusive search of resources, 400 sources were obtained, and in 3 -step refinery, 50 mostly related articles were selected from the qualitative research method. The concepts were then extracted from within the articles, and by re -reading the concepts, the categories were extracted from within and finally 5 dimensions, 11 concepts and 63 themes were extracted and the final model was formulated.

In recent years, many programs have been developed to attract and loyal customer loyalty so that a new way of marketing such as confirmation marketing has been able to make the crises of pre -purchase and post -purchase customer purchase, which are the main challenges of any brand. Remove. This research is designed to investigate the features of APL brand advertising teaser and seek to answer the question of what features have been represented in the teaser marketing? In this study, it has been attempted to analyze and evaluate the theory of representation and semiotics of the underlying layers of teaser media using the Max Kioda software. The research summary of extracting 2 main confirmation marketing dimensions includes distinction strategy, brand strategy, product characteristics, marketing celebrities, pre -purchase trust and post -purchase confidence, and 25 components of dimensions. These components and dimensions can be used for other products and marketing tools other than advertising teasers..

The purpose of this research was to investigate the impact of factors on the optimal model for mudarabah sukuk for importing goods. The statistical population of this research was 290 financial and marketing managers and import industry specialists in stock exchange companies between 1397 and 1399. Based on Cochran's formula, 166 people were selected. After identifying the components, based on the obtained information, a researcher-made questionnaire based on the Likert scale was prepared to examine the current situation. First, in order to choose the appropriate test for the exploratory factor analysis test, it is necessary to examine the assumption of normality of the research constructs. For this purpose, the Kolmogorov-Smirnov test was used, and to perform the test, Lisrel software was used to extract the model by the confirmatory factor analysis method. The results showed the variables of the amount of financing required, whether the bond rate is fixed or floating, issue cost, the underwriting element, the guarantor element and its nature, the type and nature of the asset underlying the issuance of the bonds, the possibility of trading in the secondary market, the auditor element of the founder, The way of offering the bonds, the nature of the sukuk in terms of the type of ownership, the target market, the place of use of the proceeds by the originator, the ability to convert the bonds and the intermediary institution (issuer) have been to provide the optimal model for the mudarabah sukuk for importing goods.

Commercial documents (promissory note, promissory note, and check) are means of obtaining credit and payment, and due to their role, they are of special importance in the field of economy. The legislator is also trying to increase the validity of the document regulations. On the other hand, these documents are widely used by businessmen, and since businessmen are always subject to the issuance of a bankruptcy order, which imposes many effects on them, what effect will bankruptcy have on the return of business documents? What is the position of American law in a similar situation? Although the legislator could have provided more protection to commercial documents by accepting the theory of place transfer. In some cases (Article 422 of Q.T.) the legislator acted wrongly in protecting commercial documents; Because it has imposed the burden of crediting documents on people who are not bankrupt. In American law, although the legislator has paid attention to the credit of commercial documents, but the main goal of the American legislator in bankruptcy regulations is to protect the bankrupt person.Circulation of commercial documents before issuing a verdict is possible due to the control of bankrupt transactions according to Articles 423, 424 of the Criminal Code. And... to be affected to some extent, but after issuing the bankruptcy order (Article 418 of the Civil Code), we came to the conclusion that the issuance, acceptance and guarantee of the commercial document is correct, and we see a similar situation in American law.

What is important in the analysis of self-regulating institutions is to explain the nature of internal regulation and its implementation by these institutions, as well as how to handle complaints against the employees of these organizations. The main question that we have faced in this research is, from the point of view of the legal doctrine of the self-regulatory institution, what kind of institution does it refer to and what effect does the self-regulation of an organization, especially the organization and institution related to the capital market, have on this. The definition of the self-regulating institution has been obtained in this treatise as described above, and it has also been determined that the self-regulation of the capital market makes this institution more agile and increases its efficiency and productivity. Since in Iranian law, the status of self-organizations Regulation has not been properly explained, and on the other hand, the capital market, as one of the most important markets in the country, which is governed by the law in the form of regulation, has also been placed in the thick of legal investigations; It is necessary to examine and explain the various aspects of the capital market self-regulation problem. This important matter has been done in this thesis using descriptive analytical method.

Instead of being unproductive places for economic investment or the concentration of unemployed workers with a multitude of economic, social and environmental problems, cities should become centers of economic and social growth and dynamism in the national framework. However, in order to survive in the world's competitive market, cities must maintain a successful mental image of themselves, or restore the valid mental image of the past, or renew branding by creating new mental images of themselves. This research has been conducted with the aim of evaluating the urban management and defining the brand based on the city of Mashhad. By examining the branding strategies of many cities in the world, it can be said that to what extent this approach can be effective in the minds of residents and travelers in the future, because branding can create positive or negative mental associations in the audience. In this regard, the branding process It can serve as a guide to achieve economic benefits from the city's comparative advantage. The favorable image of Mashhad metropolis in the minds of residents and other people can attract more investors, tourists and immigrants. Also, in order to plan and make appropriate decisions for this city, city managers need a proper understanding of the current image of the city and the factors influencing its formation.

Dissolution of a contract means the termination of a contractual relationship, which sometimes ends with the fulfillment of contractual obligations and sometimes with the cancellation of the contract. In other words, the life of the existing contract between the parties can be terminated by the implementation of the contractual obligations of the parties, and sometimes the parties or one of them may not be able or unwilling to implement the provisions of the contract. It will cause the contract to end for any reason. Due to the fact that contracts concluded electronically do not have a distinct nature compared to contracts concluded through traditional methods, the implementation of obligations arising from electronic contracts is subject to general rules, except in cases where the characteristics of these contracts require it. Implementation in a different way The purpose of this research is to examine the dissolution of electronic contracts. The method of collecting this research is descriptive-analytical. The findings showed that in electronic contracts, according to the special conditions of such contracts and generally distance contracts, if the contract is terminated due to the exercise of the right of withdrawal or any other reason like traditional contracts. The state of the parties before the marriage is returned to the government. On this basis, it should be noted that the termination of the contract based on the right of withdrawal or based on other legal rules will have different effects.

One of the useful technologies for future banking is a concept called Internet of Things. The Internet of Things is a network of physical devices that communicate with each other through the Internet. These devices use sensors to collect and exchange data from their environment with other devices over the Internet. These devices can be smartphones, laptops, tablets, computers, smart TVs, vehicles, smart appliances, etc. The purpose of the research is to investigate smart marketing scenarios based on iot in the banking industry. The current type of research is applied in terms of purpose and descriptive in terms of data collection, and since it is in the form of scenario writing, it is in the field of exploratory research. The collection of information has been done in two ways, document-library. Since the current research is expert-oriented, the statistical population of the research is experts in banking, Internet of Things and smart marketing, and the size of the statistical sample was determined by the theoretical sampling method. This research is in the field of marketing management. The geographical area of this research is Bank Aindeh in Mashhad. Finally, the collected data was analyzed by the Scenario Wizard software, and according to the results of the research, the scenarios were categorized into 4 groups, which were analyzed in causal factors, contextual factors, intervening factors, and consequences.

The purpose of this research is to investigate the impact of sustainable income of municipalities with the participation of the private sector using the Delphi method. The results of the fuzzy Delphi method showed that the criteria of sustainability, adequacy,desirability, principle of justice, efficiency, transparency, local independence, operationality, flexibility and productivity have a role in earning sustainable income of municipalities with the participation of the private sector. five urban housing sectors; comfort, entertainment, commercial; waste and urban garbage; City day and night parking lots and urban transportation and traffic were investigated. Then, with the help of the Fuzzy Dimetal method, the effectiveness and effectiveness ofthe criteria were investigated. The results showed that the "principle of justice" criterion has the most influence among the criteria and has the most interaction with other studied factors. On the other hand, the effectiveness of the "efficiency" criterion is more than others. In the next step, the fuzzy network analysis method was used. The results showed that the criterion of sustainability with a weight of 0.3412 ranked first, the criterion of operationality with a weight of 0.1051 ranked second and the criterion of local independence with a weight of 0.0983 ranked third. Also, in the prioritization of the sectors, the urban housing sector with a weight of 0.5219 has won the first place, the waste and urban garbage sector with a weight of 0.1542 has won the second place, and the welfare, entertainment, commercial sector has won the third place with a weight of 0.1471.