Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

What is the pragmatic marketing style; analyzing of antecedent and consequential factors of pragmatic marketing with Fuzzy Dematel method

Document Type : Original Article

Authors
Mina Hoseini 1
Ali Shariat Nejad 2
Abdolah Saedi 2
1 Lorestan University,khorramabad,loan.
2 Lorestan University, Khorramabad, Iran.
10.22034/asm.2024.712024
Abstract
The purpose of this study is to understand pragmatic marketing style by analyzing its consequence and consequence factors. The present research is based on mixed method, based on qualitative and quantitative researches and is deductive in the form of deductive method. The statistical population of this study are the professors and marketing managers of industrial companies of Lorestan province,which were selected as members of the sample through the method of snowball sampling and according to the principle of theoretical adequacy of 30 of them as members of the sample.The data collection tool was semi-structured interviews in qualitative part of which their validity and reliability were confirmed by Cohen's Kappa test and CVR index, respectively. In addition,a quantitative part of the questionnaire was used to collect data that their validity and reliability were confirmed by using content validity and reliability of the test. It should be noted that in order to identify the consequence and consequence factors of pragmatic marketing, data collected from qualitative section were analyzed through coding method and Atlas ti software and to prioritize the mentioned factors in the quantitative part were analyzed by Delphi Fuzzy method.The results show that pragmatic rethinking and critical thinking, market-oriented and market-oriented realism, demographic and demographic are considered as the consequence factors of pragmatic marketing. Also, the factors are product evolution based on real needs and demands, data analysis and decision making based on market data, using the system of recording experiences and interactions with customers, as pragmatic marketing consequences.
Keywords
pragmatism
pragmatic
realism
pragmatic marketing
Fuzzy Dematel

Subjects

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Tikhomirova, A. N. (2020). A pragmatic approach to the analysis of marketing adaptation to Russian national culture. Professional Discourse & Communi
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Journal of Advertising and Sales Management
Volume 4, Issue 4 - Serial Number 16
Winter 2024
Pages 267-287