مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

A Novel Model for Marketing Dimensions of Dairy Markets

نوع مقاله : مقاله مستخرج از رساله دکتری

نویسندگان
1 Phd Student, Department of Management and Accounting, Islamic Azad University, South Tehran Branch, Tehran, Iran.
2 *Department of Management and Accounting, Islamic Azad University, South Branch Tehran, Iran.
3 Assistant Professor and Faculty Member Department of Management and Accounting, Islamic Azad University, South Branch Tehran, Iran.
چکیده
Today, the most important effort of marketers and managers is to take measures to create, increase and maintain market share. In these measures, companies should compete in the market and increase their share by influencing the market and introducing their products and services. The purpose of this study is to present a model for marketing dimensions of dairy markets with a value-oriented strategy and strategic options analysis approach and causal mapping. The statistical population includes managers, activists and experts in the food (dairy) market. The strategic options development and analysis (SODA) method has been used to identify the categories of marketing of potential markets. It was found that the variables affecting potential marketing include the dimensions of marketing strategies, types of marketing and potential marketing infrastructure. The second effective variable is the types of marketing that are ineffective among the dimensions of this variable Internet marketing and scarcity marketing and mouth marketing are part of the effective dimensions and the dimensions of seasonal marketing, marketing, viral customer relationship management (CRM), viral marketing are also part of the effective dimensions. The last influential variable is the potential marketing infrastructure. The variables of marketing values and potential market are among the influential variables.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

A Novel Model for Marketing Dimensions of Dairy Markets

نویسندگان English

Zahra Rahimi 1
Naser Azad 2
Abdullah Naami 3
Mahmoud Modiri 3
1 Phd Student, Department of Management and Accounting, Islamic Azad University, South Tehran Branch, Tehran, Iran.
2 *Department of Management and Accounting, Islamic Azad University, South Branch Tehran, Iran.
3 Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده English

Today, the most important effort of marketers and managers is to take measures to create, increase and maintain market share. In these measures, companies should compete in the market and increase their share by influencing the market and introducing their products and services. The purpose of this study is to present a model for marketing dimensions of dairy markets with a value-oriented strategy and strategic options analysis approach and causal mapping. The statistical population includes managers, activists and experts in the food (dairy) market. The strategic options development and analysis (SODA) method has been used to identify the categories of marketing of potential markets. It was found that the variables affecting potential marketing include the dimensions of marketing strategies, types of marketing and potential marketing infrastructure. The second effective variable is the types of marketing that are ineffective among the dimensions of this variable Internet marketing and scarcity marketing and mouth marketing are part of the effective dimensions and the dimensions of seasonal marketing, marketing, viral customer relationship management (CRM), viral marketing are also part of the effective dimensions. The last influential variable is the potential marketing infrastructure. The variables of marketing values and potential market are among the influential variables.

کلیدواژه‌ها English

Marketing Dimensions
Potential Markets
Value-Based Approach
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