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Providing a leveled model of marketing strategies to improve the financial and commercial performance of businesses | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 6، دوره 16، شماره 10، دی 2025، صفحه 59-70 اصل مقاله (571.97 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2024.33412.4978 | ||
| نویسنده | ||
| Hassanali Moeini* | ||
| Department of Business Administration, Faculty of Management, Payam Noor University, Tehran, Iran | ||
| تاریخ دریافت: 12 بهمن 1402، تاریخ پذیرش: 03 اردیبهشت 1403 | ||
| چکیده | ||
| This research was done to provide a levelled model of marketing strategies to improve the financial and commercial performance of businesses. From the point of view of the result of its implementation, the upcoming research is applied research, to implement exploratory research and descriptive research using a survey method. The information needed for the research to present the model was collected using semi-structured interviews with 15 experts in the subject field of the research, i.e. people in the field of marketing who have a working experience of more than 10 years and have a doctorate in marketing management. In this research, using Interpretive Structural Modelling (ISM), a stratified model of marketing strategies was designed to improve the financial and commercial performance of businesses. The results of the interpretive structural analysis (ISM) by the exploratory model showed that the 15 components of the model were placed on two levels. The components of increasing sales, increasing market share, increasing brand value, increasing customers as business performance indicators, increasing profits and income, increasing liquidity and increasing investment returns as financial performance indicators that are at the first level of the ISM model are the most effective. and are the most dependent components of the model. In the second level, the components of marketing strategies include research and development marketing strategy, advertising marketing strategy, specialized marketing strategy, interactive marketing strategy, local marketing strategy, customer experience marketing strategy, content marketing strategy and digital marketing strategy, which are the most effective and influential components of the model. | ||
| کلیدواژه‌ها | ||
| marketing strategies؛ business performance؛ financial performance | ||
| مراجع | ||
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