پیوندهای مفید
آمار
| تعداد نشریات | 21 |
| تعداد شماره‌ها | 641 |
| تعداد مقالات | 9,370 |
| تعداد مشاهده مقاله | 68,046,184 |
| تعداد دریافت فایل اصل مقاله | 30,675,662 |
Design and validation of marketing audit model of fixed internet provider companies | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 16، دوره 14، شماره 11، بهمن 2023، صفحه 191-206 اصل مقاله (1003.47 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.29014.4042 | ||
| نویسندگان | ||
| Mehdi Mohsenipour Golmaghani؛ Bahram Kheiri* ؛ Mehdi Karimizand | ||
| Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
| تاریخ دریافت: 11 مهر 1401، تاریخ بازنگری: 25 آبان 1401، تاریخ پذیرش: 10 آذر 1401 | ||
| چکیده | ||
| Monitoring the situation and evaluating the position of fixed internet provider companies that operate in a competitive industry with a lot of changes requires a systematic model known as a marketing audit. In this study, an effort has been made to provide a model for the marketing audit of fixed internet provider companies in the country. This research was done with an approach based on an interpretative paradigm and with a deductive-inductive method. Also, in terms of the purpose of this research, it is applied-developmental research, and from the point of view of the method of data collection, it is descriptive research with a cross-sectional survey method. The statistical population in the template presentation section includes experienced managers of Internet providers. Sampling was done with a targeted method and 11 people participated in the design of the model. In the model validation section, 384 managers and experts of Internet provider companies were determined by Cochran's formula and randomly sampled. The relationships between the underlying categories of the marketing audit pattern of fixed internet provider companies were identified with the structural-interpretive method and MicMac software. The partial least squares method and Smart PLS software were used to validate the model. The research findings showed that marketing operations, strategic marketing and marketing structure are the basic elements of the model that directly impact the marketing campaign and customer experience management. These factors also affect the acquisition of competitive advantage and in this way, a marketing audit can be achieved. The result of establishing a marketing audit is to achieve things such as organizational branding, human resource branding and marketing efficiency. | ||
| کلیدواژه‌ها | ||
| marketing audit؛ fixed internet provider companies؛ structural-interpretive modeling | ||
| مراجع | ||
|
[1] H. Abbasi, Marketing Audit, Creative Deep Thought, Tehran, 2019. [In Persian] [2] J.K. Achua and T.T. Alabarb, Imperatives of marketing internal auditing in Nigerian universities, Procedia-Soc. Behav. Sci. 164 (2014), 32–40. [3] M. Ashkazari, S. Naib and F. Hosseini, Marketing audit of home businesses in South Khorasan province, Manag. Entrepreneur. Stud. 5 (2018), no. 30, 23–37. [4] A. Azar and R. Gholamzadeh, Partial Least Squares, Negah Danesh, Tehran, 2018. [In Persian] [5] A. Azar, F. Khosravani and R. Jalali, Soft operational research: Problem structuring approaches, Industrial Management Organization, Tehran, 2019. [In Persian] [6] M.A. Camilleri, Strategic planning and the marketing effectiveness audit, Travel Marketing, Tourism Economics and the Airline Product, Springer Cham 10 (2018), no. 6, 117-135. [7] H.C. Chen and C.H. Yang, Applying a multiple criteria decision-making approach to establishing green marketing audit criteria, J. Cleaner Prod. 210 (2019), 256–265. [8] N. Chegini, The role of relationship marketing audit and communication skills in predicting customer satisfaction, New Res. Approach. Manag. Account.5 (2021), no. 17, 43–52. [9] W.W. Chin, The partial least squares approach to structural equation modeling, Mod. Meth. Bus. Res. 295 (1998), no.2, 295–333. [10] A. Davari and A. Rezazadeh, Structural Equation Modeling with PLS Software, Jahad Univarsity, Tehran, 2013. [11] T. Derev and I. Benivska, Marketing audit in the prospects system of innovative product in the conditions of economy instability, Sci. J. Polonia Univer. 33 (2019), no. 2, 68–74. [12] I. Golyash, V. Panasiuk and S. Sachenko, The performance audit of a corporate website as a tool for its internet marketing strategy, EUREKA: Soc. Human. 5 (2017), 57–66. [13] P. Hadrian, The Possibilities of Using Audit as a Tool of Strategic Marketing Control the Research Results, Post-Communist Econ. 32 (2021), no. 1, 125–146. [14] J. Henseler, C.M. Ringle and M. Sarstedt, A new criterion for assessing discriminant validity in variance-based structural equation modeling, J. Acad. Market. Sci. 43 (2015), no. 1, 115–135. [15] A. Jafaranejad and N. Mokhtarzadeh, Presenting an audit model of compliance of production and marketing strategies, Iran. Manag. Sci. Quart. 2 (2016), no. 6, 121–195. [16] P. Kotler, W.T. Gregor and W.H. Rodgers, The marketing audit comes of age, Sloan Manag. Rev. 30 (1989), no. 2, 49–62. [17] V. Kupec and P. Pisari, Auditing and Controlling as a Tool for SME Marketing Risk Management, Italy Occasion. Rev. 5 (2021), no. 2, 577–592. [18] B. Laban, T. Djurkovic-Maric and J. Eremic Djodjic, Internal audit of marketing in tourist organizations, Poslovna Ekonom. 11 (2017), no. 1, 139–164. [19] D. Lipnicka and J. Dado, Marketing Audit and Factors Influencing Its Use in Practice of Companies (From an Expert Point of View), J. Competit. 5 (2013), 26–42. [20] M. Maleki and A. Shabani, Investigating the impact of business strategy, generosity and environmental dynamics on marketing performance; Explain the role of marketing audit, Bus. Strateg. 7 (2016), no. 23, 45–56. [21] A. Masoomzadeh Zavareh, and V. Nashi Far, Industrial marketing audit - a case study of Bahman Group component companies, Bus. Manag. J. 2 (2018), no. 4, 145–164. [22] M.R. Palav and S. Jagtap, A study of application of marketing audit by pharmaceutical companies from Maharashtra India: A literature review, Vidya Bharati Int. Interdisciplin. Res. J. 10 (2020), no. 1, 102–109. [23] V. Radulescu and I. Cetina, Customer analysis, defining component of marketing audit, Soc. Behav. Sci. J. 62 (2012), 308–312. [24] S. Rahjo, H. Shams and A. Gohri, Examining the relationship between neuromarketing audit and the successful presentation of new banking products from the perspective of customers, Quart. J. Manag. Account. Stud. 4 (2017), no. 2, 131–140. [25] M. Rajabi and E. Zarin, Implementation of marketing audit in garment industries, 2nd Nat. Conf. Fund. Res. Manag. Account., Tehran, 2018. [26] M. Rashidi, Marketing audit in holding companies, 5th Int. Account. Manag. Conf. Approach Modern Res. Sci., Tehran, 2015. [27] M. Surya, M. Machfud and M. Simanjuntak, Marketing audit of educational service company, J. Appl. Manaj. 17 (2019), no. 4, 677–687. [28] M. Tenenhaus, V.E. Vinzi, Y. M. Chatelin and C. Lauro, PLS path modeling, Comput. Statist. Data Anal. 48 (2005), no. 1, 159–205. [29] W.K. Wu, H. C. Chen and Y.X. Huang, Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms, Asia Pacific Manag. Rev.: Tainan 20 (2015), no. 3, 156–164. [30] M. Wetzels, G. Odekerken and C. Van Oppen, Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration, MIS Quart. 33 (2009), no.1, 177–195. [31] N. Zamkova, V. Bondarenko, G. Pchelianska, O. Artyukh and T. Murenko, Implementation of marketing audit into the sphere of electronic entrepreneurship, Int. J. Manag.t 11 (2020), no. 6, 771–780. [32] O. Zyma, O.V. Ptashchenko, I. Shevchenko and O.M. Afanasieva, International marketing and marketing audit in the context of European integration and globalization, Eur. Market. Rev. 7 (2019), no. 10, 39–51. | ||
|
آمار تعداد مشاهده مقاله: 16,780 تعداد دریافت فایل اصل مقاله: 4,899 |
||