List of Articles بازاریابی

• Open Access Article
  • Abstract Page
  • Full-Text
  
  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
• Open Access Article
  • Abstract Page
  • Full-Text
  
  2 - Marketing in Technological Small and Medium sized Companies; Challenges and Solutions
  Nargess Khanderoo Tooraj sadeghi Gholamreza Malekzadeh
  10.7508/jstpi.2015.03.004
  Development of successful strategic marketing programs for the commercialization of new technology represents a challenge for small and medium sized technology-based firms. The mechanics of developing successful marketing strategies for technological innovations is a co More

  Development of successful strategic marketing programs for the commercialization of new technology represents a challenge for small and medium sized technology-based firms. The mechanics of developing successful marketing strategies for technological innovations is a complex process from design to implementation. Technology-based SMEs play an important role in facilitating the ‘knowledge-based’ or ‘smart’ economies. However, technological superiority is not a guarantee for the success of a high-tech SMEs. Instead, the odds of success are maximized by a combination of technology superiority and marketing capability. In this paper, the characteristic of technology-oriented small and medium enterprises have examined according to the published key studies in the field of small and medium sized companies, the factors and barriers to the success of the companies mentioned briefly and given that marketing has been diagnosed as one of the success factors of technology-based small and medium enterprises, we reviewed the challenges and solutions of technology marketing to remind the managers of these companies that the success of a pure technology will not ensure the success of the company and marketing as one of the key elements and critical component of the success of technology-based small and medium enterprises should be a priority in their activities. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  3 - 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
• Open Access Article
  • Abstract Page
  • Full-Text
  
  4 - 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
• Open Access Article
  • Abstract Page
  • Full-Text
  
  5 - 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
• Open Access Article
  • Abstract Page
  • Full-Text
  
  6 - Organizational Competitiveness Model with an Emphasis on Marketing Capabilities and Organizational Innovation in Knowlege-based Companies
  Seyed Mohammad Tabataba'i-Nasab Farzaneh dashti khavidaki Roghayeh Mohammadian Yazd
  10.52547/jstpi.20785.16.62.23
  20.1001.1.17355486.1399.16.62.1.2
  Constant environmental changes threaten the survival of organizations in various forms. Competitiveness is a key criterion for assessing the degree of success of countries, industries and firms in the competitive, political, economic and commercial fields, which means t More

  Constant environmental changes threaten the survival of organizations in various forms. Competitiveness is a key criterion for assessing the degree of success of countries, industries and firms in the competitive, political, economic and commercial fields, which means that any country, industry or firm with high competitive power in competitive markets, It can be said that it is more competitive. Higher organizational competitiveness is the goal that organizations take to take different measures to achieve it. Also, in the contemporary economy, knowledge is the basis of organizational competitiveness and the most important goals of any economic system are to achieve sustainable economic growth. Knowledge-based companies can play an important role in economic growth. It is true that innovation and competitiveness are their important features. In this research, an integrated model was provided to identify the effective factors of organizational competitiveness and take a step for increasing the recognition of the competitiveness of organizations. For this purpose, 100 questionnaires were distributed among knowledge-based companies in Yazd Science and Technology Park. Data analysis has been done by structural equations modeling, partial least squares method and PLS software. The results of the research show that there is a significant relationship between marketing capability and organizational competitiveness, as well as a significant relationship between organizational innovation capability and organizational competitiveness. The resalts revealed a significant relationship between market orientation and marketing capabilitiy. Further more, there is a significant relationship between core learning and organizational innovation capability. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  7 - The Impact of Essential Capabilities of Marketing on the Performance of Knowledge-Based Enterprises
  majid namakian omid ali kahrizi
  10.52547/jstpi.20803.16.63.42
  20.1001.1.17355486.1399.16.63.2.5
  Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prio More

  Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of knowledge-based companies in a science and technology park. The current research is one of the descriptive-survey research in terms of implementations and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of knowledge-based companies in Kermanshah science and Technology Park. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based companies of 906/0 and the essential capabilities of marketing were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of knowledge-based companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 were verified. Further more, the results of regression showed that "services marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and services and Internet marketing are in the next categories. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  8 - 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
• Open Access Article
  • Abstract Page
  • Full-Text
  
  9 - 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