List of Articles Marketing

• Open Access Article
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  1 - The Role of Knowledge Management on Improvement of Marketing Activities Case Study of Active Company in Medical Equipment
  Peyman Akhavan Maryam dehghani
  10.7508/jstpi.2015.01.004
  Nowadays, Knowledge is considered as a competitive key factor in global economy. Marketing departments in each organization are the most important consumers of knowledge and generally, many effective insights in marketing are hidden in the characteristics of customers a More

  Nowadays, Knowledge is considered as a competitive key factor in global economy. Marketing departments in each organization are the most important consumers of knowledge and generally, many effective insights in marketing are hidden in the characteristics of customers and their purchasing patterns. Therefore, development of knowledge management systems in businesses can improve decision making, enhance creativity, help compatibility with changes and cause the competitive advantage for businesses and marketing strategies. In this paper, using descriptive-survey method and questionnaire, applications of knowledge management in factors of marketing in Medical Equipment Company is considered. Evaluation is carried out through a random sampling. The quantity of the sample was determined by Kokaran formulation containing 98 individuals. Variables were normal according to kolmogorov-smirnov test. Therefore, community average test (t student) was used for data analysis. The result showed knowledge management has significant influence on most of factors in marketing. Therefore, due to increasing knowledge in organizations; managers should implement knowledge management in organization especially in marketing. But, there isn’t any relationship between knowledge management and pricing policy improved, market offering standardized, common product development and common strategy of business expansion. Manuscript profile
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  2 - The Role of IT in Establishing Electronic Customer Relationship Management (eCRM)
  Mohammad hosein Jarahi Saeed Saeida Ardekani Mohammad Zareiyan
  Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The app More

  Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The application of IT in CRM cause to make a new concept that is called Electronic Customer Relationship Management (eCRM). The purposes of this article; first, Survey eCRM in to multilateral dimension. Second, expressing development in traditional CRM and third, studing differences between CRM and eCRM. Then recognize definition, characteristics and status of eCRM. Next step, consider the various uses of IT in CRM and present opportunities in CRM that provide through IT. Then express the simple implementation of eCRM, along with the essential points. In addition, challenges and threats suffered eCRM and errors in its implementation are discussed. Next part is review of a successful implementation case of eCRM. At the end, trends and future perspectives of eCRM are explorered. Manuscript profile
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  3 - Technology marketing and Research Commercialization
  Gholamreza Malekzadeh
  Title: Technology marketing and Research Commercialization Author/Authors Email/Emails Gholam Reza Malek Zadeh rezamalekzadeh@yahoo.com Abstract: One of the most important and essential actions in establishment and institutionalization of knowledge-based econ More

  Title: Technology marketing and Research Commercialization Author/Authors Email/Emails Gholam Reza Malek Zadeh rezamalekzadeh@yahoo.com Abstract: One of the most important and essential actions in establishment and institutionalization of knowledge-based economy is the development of intelligent infrastructures which will make the establishment possible. In this era, Support of Small and Medium Enterprises in Entrepreneurship centers, Technology Incubators and Science and Technology Parks are vital. In Commercialization of Research and Development results, Knowledge-based companies’ role is very important and critical. Unfortunately, these firms experience very serious problems especially in marketing. In this paper, some important points about Technology Marketing will be addressed and the most important requirements of this issue will be presented. Manuscript profile
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  4 - Providing a Conceptual Framework to Explain the Role of Management's Commitment to Internal Marketing on Job Attitudes
  Esmaeil Malek Akhlagh Zahra Takhire Arman Pourusa
  10.7508/jstpi.2016.03.007
  The Very complex and competitive environment requires more attention of organization to internal employees as internal customers. When staff can provide customers satisfy that their needs have been met by the organization and satisfaction in them toward the organization More

  The Very complex and competitive environment requires more attention of organization to internal employees as internal customers. When staff can provide customers satisfy that their needs have been met by the organization and satisfaction in them toward the organization. This is the same logic that the study Barry, Hansel and Burke mentioned that the use of internal marketing toward organizational capabilities recommended to meet in order to achieve effective protection of consumers. On the other hand, the most important asset of any organization is staff of it. The higher of quality of human resources will be a success and survival of the organization and one of the most important attitudes that try to improve the quality of human resources and adjust the values of the people, are management's commitment to internal marketing. Management's commitment to internal marketing program, spontaneous and voluntary activity for the local marketing programs promote and increase communication with employees and employee job satisfaction and ultimately improve the performance of the entire organization. Since, this paper has been done the literature review of preceding studies on internal marketing, management's commitment to internal marketing and job attitudes to explain the relationship between them. Results show that management's commitment to internal marketing with the ways related to internal marketing includes formal and informal internal communication and management's commitment to internal marketing and informal internal communication influence employee attitudes. Manuscript profile
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  5 - The Role of Marketing in SMEs based in East Azarbaijan Province Science and Technology Park
  Hossein Abbasi Esfanjani Ommolbanin Asadi Ghorbani
  10.7508/jstpi.2017.04.008
  20.1001.1.17355486.1396.13.52.5.5
  In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by man More

  In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by managers / owners of these enterprises and also the questions raised barriers that must be answered to it. In this regard, the present study aimed to investigate the role of marketing in small and medium enterprises based in East Azarbaijan Province Science and Technology Park has been done. To achieve the research objectives of qualitative approach and case study method was used. The study population consisted of managers / owners of enterprises based in East Azarbaijan Province Science and Technology Park that is using purposive sampling method, 10 samples were selected. Initial data collected using semi-structured interviews and analyzed using the inductive method was used. The results indicate that marketing as a set of activities and measures that are used in large companies, particularly in the studied companies were not understood. However, word of mouth marketing communication, understanding customer needs and having long-term interaction and relationship with the customer was the most important marketing activities and actions that had the most significant role in the growth and survival of them. Most interviewees focus on the daily execution of some tasks limited marketing and implementation of a comprehensive marketing plan for, the expertise and financial resources were not sufficient. Manuscript profile
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  6 - From Mass Marketing to One-to-One Electronic Marketing
  Arash Beheshtian-Ardakani Mohammad fathiyan
  10.7508/jstpi.2017.03.006
  20.1001.1.17355486.1396.13.51.8.6
  Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted More

  Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted by these methods. With the advancement of information technology, Internet, e-commerce, e-business and e-marketing development models, companies can collect user, information in real-time and at a lower cost. The rapid growth of customer data, competition and new IT capabilities have forced companies to improve marketing strategies by taking direct relationship with customers and execute One-to-One marketing. Response modeling can also be employed to increase the chance of success in one-to-one marketing by identifying the customers who are more likely to respond to marketing activities. In this paper, the weaknesses of mass marketing and the need to move towards new methods of marketing have been proposed. After that, the evolution of marketing strategies from mass and traditional marketing to One-to-One electronic marketing by using information technology has been presented. Then it outlines the main components of one-to-one marketing. By applying the concepts that have been presented in this paper, Companies can identify and apply the main components of one-to-one marketing. Therefore, they can attract new customers, encourage existing customers to buy and maintain loyal customers. As a result, they can be more successful in their marketing activities and increase their profits. Manuscript profile
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  7 - Investigating the Effect of Brand Marketing on Brand Equity and Consumer Behavior (Case Study: Iranian Consumers of Brands in Social Media)
  Masoud Tosifyan Ali Ramezani
  10.7508/roshdefanavari.2018.14.007
  20.1001.1.17355486.1397.14.54.5.6
  Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to in More

  Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to investigate the effect of brand marketing on brand equity and consumer behavior. This study is an applied research with qualitative approach. The population of this study was Iranian consumers of social media brands (customers) whose number is unlimited. Due to their unlimited number of samples, the Cochran formula was used to determine the sample size and randomly selected 385 random errors of 0.05 by simple random sampling method. To invenstigate the research hypotheses, a questionnaire was used for data collection. In the inferential statistics, firstly, the dimensions were determined and the indexes were extracted. After checking the reliability and validity of the questionnaire, to normalize collected data, Kolmogorov smirnov test was applied. Then the research hypothesens were examined using pearson correlation test and structural equation modeling. Based on the results, all assumptions were accepted. As marketing efforts of brands in social media had the highest impact on the consumer brand value of 0.95. Manuscript profile
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  8 - Evaluation of the Efficacy of the Combined Viral Marketing Method with the Network Clustering Method and Comparing the Results
  fereydoun ohadi mehrnoosh mohammadi Mohammad Jafar Tarokh
  10.7508/jstpi.2019.02.008
  20.1001.1.17355486.1398.15.58.8.4
  In a Competitive Market, Understanding Customer Demand and Effective Advertising is one of the most Important Factors in Survival. Extend the Internet and virtual networks have provided a great opportunity for companies to advertise, and thus studying electronic marketi More

  In a Competitive Market, Understanding Customer Demand and Effective Advertising is one of the most Important Factors in Survival. Extend the Internet and virtual networks have provided a great opportunity for companies to advertise, and thus studying electronic marketing methods and models is of great importance. One of the newest marketing methods is viral marketing that is based on mouth-to-mouth advertising and has a lot of power. Viral marketing relies on the principle that on any social network, a number of users have high power and influence on others, and by identifying them and creating good advertising messages, They can be used to effectively marketing. Therefore, The identification of important users is considered the most important activity in viral marketing. In this regard, various studies have been conducted to identify users using a variety of graph-based and publish-based methods. In this research, the capabilities of both methods have been used and by Using a semi-localized centrality criterion based on graph-based methods and Markov clustering model based on propagation methods, a new hybrid model for user clustering and identification of key users presented. The results show higher correlation between the proposed method and the SIR standard and, therefore, its higher efficiency than other methods used in the research. Manuscript profile
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  9 - The Effects of Entrepreneur’s Characteristic on Entrepreneurial Marketing (Case Study: Fars Science and Technology Park)
  mohammad javad naeiji یدالهی yadollahi
  10.61186/jstpi.20953.19.76.30
  20.1001.1.17355486.1402.19.76.9.9
  Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of thi More

  Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of this paper is to investigate the effect of entrepreneur’s characteristic on entrepreneurial marketing with considering the mediator role of network structure and communication. The study is descriptive-correlation and in terms of purpose is an applied research. The statistical population of this study is companies in Fars Science and Technology Park. Data are collected from 110 companies and are analyzed by using structural equation model (SEM). The results show that entrepreneur characteristics not positively direct influence entrepreneurial marketing. However, findings support the indirect effect of entrepreneur characteristics through mediating path of network structure and communication. In other words, if entrepreneur characteristics facilitate networks and communication, they will improve entrepreneurial marketing. SMEs and knowledge based companies that interested in improving entrepreneurial marketing practices should enhance individual characteristics that can be help developing network structure and communication. The study contributes to the existing research about the role the entrepreneur can have in the firm’s ability to develop entrepreneurial marketing activities. Also, these results could be used for understanding entrepreneurial marketing dynamics and structure based on the interactive relations between antecedents to improve entrepreneurial marketing. From a practical viewpoint, the study has found that entrepreneurial marketing is based on networking and communicating. Manuscript profile
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  10 - Designing a Structural Interpretive Analysis Model for Factors Affecting the Formation of Knowledge-Based Companies
  milad bakhsham nader naderi mahdi hossein pour
  10.52547/jstpi.20992.18.70.23
  20.1001.1.17355486.1401.18.70.2.3
  Today, the most sustainable economic growth is related to the knowledge based economy, in which knowledge based companies play an important role in advancing its goals. The purpose of this study is to identify and prioritize the factors affecting the creation of knowled More

  Today, the most sustainable economic growth is related to the knowledge based economy, in which knowledge based companies play an important role in advancing its goals. The purpose of this study is to identify and prioritize the factors affecting the creation of knowledge-based companies. The present study is applied in terms of purpose and descriptive-analytical in terms of data collection. In order to prepare the data, first by reviewing the theoretical foundations and opinions of 21 experts as members of the Delphi panel, 30 factors were identified as effective factors in the creation of knowledge based companies. Experts and research specialists were the managers (owners) of knowledge based companies in Kermanshah province and experts in the field of business and entrepreneurship of Razi University who were selected by purposive sampling method according to indicators such as experience, expertise, willingness and ability to participate and availability. Data collection tool in Delphi method is a researcher-made questionnaire whose reliability was checked by retest method which was confirmed with a correlation coefficient of 0.70 of the questionnaire and in order to check the validity of the questionnaire, the content content validity coefficient was used. This criterion, each of the factors of the Delphi questionnaire was removed or confirmed. In order to analyze the data obtained from the Delphi method, which is 21 factors affecting the creation of knowledge based companies, the structural-interpretive modeling method was used. Finally, the results showed that the two factors of more attention of the government and universities to the technology transfer offices of universities and providing advice in the field of feasibility, future research and marketing for people wanting to start a knowledge-based company are at the key level of research factors. Manuscript profile
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  11 - Presenting a new framework of viral marketing in online business: qualitative analysis via projection techniques
  Elham Fazeli veisari Mohammad Javad Taghipouryan Reza Tavoli
  10.52547/jstpi.20994.17.68.23
  20.1001.1.17355486.1400.17.68.7.7
  Abstract: Viral marketing is a marketing policy that motivates people to tell your marketing message to others. The advantage of viral marketing is that marketers can create customers at costs almost equivalent to zero, and move from the marketing-consumer-to-consumer-t More

  Abstract: Viral marketing is a marketing policy that motivates people to tell your marketing message to others. The advantage of viral marketing is that marketers can create customers at costs almost equivalent to zero, and move from the marketing-consumer-to-consumer-to-consumer mode, accordingly, a new economy has emerged as businesses use information technology. The purpose of the present study is to conceptualize the components of viral marketing in online business. For this purpose of word association, sentence completion and dream exercises Used as projection techniques in an in-depth semi-structured interview with 15 people in the three generations (X, Y and Z) through content analysis and with the help of MaxQDA software, 76 open source, 21 core and 6 new viral components have been identified in the field of viral marketing such as online services, online attractiveness, online risk taking, online persuasion, online trust and online support. The results can help online business owners develop low-cost activities Manuscript profile
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  12 - The effect of using augmented reality technology in marketing the tendency to overpay European tourists through the experience of persuasion, immersion and participation of tourists
  Yazdan Shirmohammadi sinaei sinaei
  10.61186/jstpi.37941.19.75.51
  20.1001.1.17355486.1402.19.75.4.2
  Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price More

  Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price premium through the experience of persuasion, immersion and participation of tourists. In this study, the researcher examines the effects of two augmented reality empowerment factors, namely the embedding of augmented reality environment and simulated physical control of augmented reality on the motivational experiences of online tourists in virtual tourism destinations and the direct effects of immersion and immersion experiences of online tourists on their real willingness to pay a price premium in the pre-purchase stage. Examining the level of tourism participation is considered as a control variable that may affect the immersion and the real willingness of online tourists to pay a price premium. This is an applied research in terms of objectives and in term of method is descriptive. The questionnaire was used to collect research data and its validity and reliability were confirmed. The statistical population includes European tourists in Shiraz. The sampling method was convenient non-randomly. Manuscript profile
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  13 - A Systematic Overview of Entrepreneurial Marketing: An Analysis of Components and Deterrents in Online Business Using the Hybrid Technique
  mahdi kasegarha Mohammad javad  Taghi porian Javad  Gilanipor Mehran  Mokhtari
  10.61186/jstpi.39530.19.73.8
  20.1001.1.17355486.1401.19.73.7.7
  The interaction of marketing and entrepreneurship has occupied an important part of marketing research in the last decade. Marketing has a lot to offer entrepreneurs. Entrepreneurial marketing is a concept that has emerged from the level of sharing of two areas of marke More

  The interaction of marketing and entrepreneurship has occupied an important part of marketing research in the last decade. Marketing has a lot to offer entrepreneurs. Entrepreneurial marketing is a concept that has emerged from the level of sharing of two areas of marketing and entrepreneurship. Entrepreneurial marketing in the field of online business is always growing and its fields are expanding day by day. Entrepreneurial marketing requires a valid and reliable scale to measure the underlying dimensions and factors in any type of business environment, which requires that it be done in a principled manner and in accordance with scientific methods. Therefore, by understanding this issue, by conducting this research, we are seeking to identify the components and inhibiting factors with the help of hybridization method. The considered articles and researches were considered from among the studied articles and books, using the CASP method, and the main indicators were extracted through the document analysis method and using the MaxQD software. Necessary aggregation and clustering were done, then they were organized in the form of concepts and components. The results showed that the factors inhibiting entrepreneurial marketing include two main components of internal factors (environmental disturbance, government problems, limited market share, lack of customer commitment, technological change, and market problems) and external factors (management challenges, human barriers, lack of resources, and limitations) are classified. Manuscript profile