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Developing an Integrated Marketing Mix Based on the Behavior of Industrial Customer: The Case of Behran Oil Company | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 16، شماره 2، تیر 2023، صفحه 465-479 اصل مقاله (843.41 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2022.327456.674659 | ||
نویسندگان | ||
Mehdi Habibi؛ Bahram Kheiri* ؛ Mansoreh Aligholi | ||
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran | ||
چکیده | ||
The present study was conducted in order to develop an integrated marketing mix based on industrial customer behavior in the oil products market. The statistical population consisted of experts and managers of oil industry, from among which a sample of 15 people was selected using purposeful techniques. Semi-structured interviews were performed for data collection, and data analysis was based on grounded theory via axial, selective, and open coding process. The resulting model was ultimately identified as a template for integrated marketing mix model based on the industrial customer behavior. The findings showed that for the development of an integrated marketing mix based on the development of industrial customer behavior, industry managers should closely consider all categories and subcategories distinguished in this study and obtain adequate information about all of them. Besides, this study shows that there is a need to pay attention to the development of an integrated marketing mix based on the behavior of industrial customers. | ||
کلیدواژهها | ||
customer behavior؛ industrial customer behavior؛ integrated marketing mix؛ marketing mix | ||
عنوان مقاله [English] | ||
توسعۀ آمیختۀ بازاریابی یکپارچه بر اساس رفتار مشتری صنعتی: مورد شرکت نفت بهران | ||
نویسندگان [English] | ||
مهدی حبیبی؛ بهرام خیری؛ منصوره علیقلی | ||
گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد تهران مرکزی، تهران، ایران | ||
چکیده [English] | ||
مطالعه حاضر به منظور توسعه آمیخته بازاریابی یکپارچه بر اساس رفتار مشتری صنعتی در بازار فرآورده های نفتی انجام شده است. جامعه آماری متشکل از کارشناسان و مدیران صنعت نفت بود که با استفاده از تکنیک های هدفمند، نمونه ای 15 نفری انتخاب شدند. برای جمعآوری دادهها مصاحبههای نیمه ساختاریافته انجام شد و تجزیه و تحلیل دادهها بر اساس نظریه زمینهای از طریق فرآیند کدگذاری محوری، انتخابی و باز انجام شد. مدل حاصل در نهایت به عنوان توسعه آمیخته بازاریابی یکپارچه بر اساس رفتار مشتری صنعتی شناسایی شد. یافتهها نشان داد که برای توسعه آمیخته بازاریابی یکپارچه مبتنی بر توسعه رفتار مشتری صنعتی، مدیران صنعت باید تمام دستهها و زیرمجموعههای متمایز شده در این مطالعه را از نزدیک در نظر بگیرند و در مورد هر یک از آنها اطلاعات کافی به دست آورند. علاوه بر این، این مطالعه نشان می دهد که نیاز به توجه به توسعه آمیخته بازاریابی یکپارچه مبتنی بر رفتار مشتریان صنعتی وجود دارد. | ||
کلیدواژهها [English] | ||
آمیخته بازاریابی, آمیخته یکپارچه بازاریابی, رفتار مشتری, رفتار مشتری صنعتی | ||
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