شناسایی پیامدهای پیاده سازی تعالی بازاریابی

محورهای موضوعی : مدیریت

جمال قادری نسب ¹ (دانشجوی دکتری مدیریت دولتی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران. آدرس پست الکترونیکی: [e-mail])
حسن اسماعیلپور ² (نویسنده مسئول، استادیار، گروه مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران. آدرس پست الکترونیکی: [e-mail])
منصوره علیقلی ³ (دانشیار، گروه مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران. آدرس پست الکترونیکی: [e-mail])
داریوش غلامزاده ⁴ (استادیار، گروه مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران. آدرس پست الکترونیکی: [e-mail])

تاریخ دریافت : 1402/01/21 تاریخ پذیرش : 1402/05/10 تاریخ انتشار : 1402/03/01

کلید واژه: تعالی, صنعت هوانوردی, کلمات کلیدی: بازاریابی, تعالی بازاریابی, پیادهسازی,

چکیده مقاله :

چکیده:پژوهش حاضر باهدف شناسایی پیامدهای پیاده سازی تعالی بازاریابی در صنعت هوانوردی انجام شده است . روشپژوهش کیفی بوده، مبتنی بر روش نظریه زمینهای انجام شده است. جامعه تحقیق در مرحله کیفی مشتمل بر خبرگانصنعت هوانوردی میباشد. ابزار جمع آوری اطلاعات در مرحله کیفی مصاحبه عمقی و پروتکل مصاحبه است. روشنمونه گیری در مرحله کیفی هدفمند بوده و نمونه گیری تا نیل به اشباع نظری ادامه پیدا کرده و نهایتاً تعداد 23 مصاحبهانجام شده است برای تجزیه وتحلیل دادهها در مرحله کیفی از روش تحلیل تم شامل کدگذاری باز، محوری و انتخابی باکمک نرم افزار MAXqda استفاده شده است. نتایج مرحله کیفی تحقیق نشان میدهد تعالی بازاریابی از مولفههایارزش آفرینی، محرک بازار بودن، بهره وری بازاریابی، یادگیری بازاریابی، مسئولیت پذیری اجتماعی و بازاریابی اخلاقیتشکیل شده است. شرایط علی تأثیرگذار بر تعالی بازاریابی شامل دانش بازاریابی، استراتژیهای بازاریابی، بازاریابیداخلی، بازاریابی رابطه مند، بازاریابی یکپارچه و بازاریابی عملکرد است. تعاملات شامل تحقیقات بازاریابی، استراتژیهایبازار هدف، جایگاه سازی و آمیخته بازاریابی و پیامدهای تعالی بازاریابی هم شامل دستاوردهای مبتنی بر مشتری ودستاوردهای مالی، اجتماعی و زیست محیطی است. شرایط زمینهای شامل مأموریت سازمان، فرهنگ بازاریابی سازمانساختار سازمان و زیرساختهای بازاریابی است.

چکیده انگلیسی:

AbstractThe current research was conducted with the aim of identifying the consequences of implementing marketing excellence in the aviation industry. The research method was mixed and conducted in the qualitative phase based on the grounded theory method. The research community in the qualitative phase consists of aviation industry experts. The tool for collecting information in the qualitative phase is in-depth interview and interview protocol. The sampling method in the qualitative stage is purposeful and the sampling continued until reaching theoretical saturation and finally 20 interviews were conducted to analyze the data in the qualitative stage of the theme analysis method including open, axial and selective coding with soft help. MAXqda software is used. The results of the qualitative phase of the research show that marketing excellence consists of value creation components, being a market driver, marketing efficiency, marketing learning, social responsibility and ethical marketing. Causal conditions affecting marketing excellence include marketing knowledge, marketing strategies, internal marketing, relational marketing, integrated marketing, and performance marketing. Interactions include marketing research, target market strategies, positioning and marketing mix, and marketing excellence outcomes including customer-based achievements and financial, social and environmental achievements. The background conditions include the organization's mission, the organization's marketing culture, the organization's structure and marketing infrastructure.e.

منابع و مأخذ:

منابع
- Berry, Leonard L., Jeffrey S. Conant, and A. Parasuraman (1991) “A Framework for Conducting a Services Marketing Audit” Journal of the Academy of Marketing Science, summer, p.255-268.
- Clarke,V.,&Braun,V.(2006).Usingthematicanalysisinpsychology.QualitativeResearchinPsychology,3(2),77-101.
-Cutler, Philip, Keller, Kevin Lane (2013), "Marketing Management", translated by Mehdi Amir Jafari, first and second volumes, Tehran, Nass Scientific and Cultural Institute. (Persian(
- Denison, Tim, and Malcolm McDonald.(1995), The role of marketing: past, present and future. Journal of Marketing Practice 1 (1): 54–76.
-Esfidani, Mohammad Rahim; Nazari, Mohsen; Aghaei, Mohammad; Abdul Ali, Hamed (2016), "Designing an inter-enterprise relationship marketing model in the Parsian tourism business network", Modern Marketing Research Quarterly, 7th year, 4th issue, serial number (27), winter 2016, pp. 23-40(Persian)
- Gebhardt, Gary F., Gregory S. Carpenter, and John F. Sherry Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multi- firm, Grounded Analysis of Cultural Transformation,” Journal of Marketing, 70 (4), 37–55.
- Glaser, B. G. (1978). Theoretical Sensitivity, Sociology Press, Mill Valley, CA.
- Homburg,Ch., Theel,M., and Hohenberg,S (2020). Marketing Excellence: Nature, Measurement, and Investor Valuations. Journal of Marketing,84(4),1-22.
- Ismail S. , Ebrahimpour M. (2002).An investigation of the total quality management survey based research published between 1989 and 2000 ;International Journal of Quality & Reliability Management., Vol.19 , No.7.
-Khodadad Hosseini, Hamid; Shirkhodai, Maitham; Ahmadi, Parviz (2018), Designing the model of "marketing efficiency" in manufacturing industries with a combined approach, Management Research in Iran, 15(1), 201-222(Persian)
-Kotler, Philip (2016), "Marketing Management, Analysis, Planning, Implementation and Control", translated by: Bahman Faruzandeh, Tehran: Aghmedeh Publications. (Persian).
......... / ............... .. .... .. .... پیامدهای شناسایی پ اده ی زی سا یتعالی بازاریاب ...
فصلنامه مطالعات کمی در مدیریت...................................................................... / 73
- Kaewmungkoon,S.,Ussahawanitchakit,P.,Raksong,S.(2016). Marketing Excellence strategy and firm survival., The Business and Management Review, 7(5). 347-356.
- Kotler, P., & Keller, K. L. (2016). Marketing Management. (15th ed.) Prentice Hall.
- Leonidou,L.C.,Leonidou,C.N. and Kvasova,O.(2013), “ Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior” , European Journal of Marketing,Vol 47 No.3/4,pp 525-556.
- Moorman,Ch.,Day,G.S.(2016), “Organizing for Marketing Excellence” , Journal of Marketing: AMA/MSI Special Issue, Vol. 80 (November 2016), pp 6–35 .
- Murphy, P.E., Laczniak, G.R., Bowie, N.E. and Klein, T.A. (2005), Ethical Marketing, Upper Saddle River, N.J: Pearson Prentice-Hall.
- Nenonen, Suvi, Kaj Storbacka, and Charlotta Windahl (2019), “Capabilities for Market-Shaping: Triggering and Facilitating Increased Value Creation,” Journal of the Academy of Marketing Science, 47 (4), 617–39.
- Nowell,L, Norris,J,. White,D, . Moules,N.(2017), Thematic Analysis: Striving to Meetthe Trustworthiness Criteria, International Journal of Qualitative Methods, Volume 16: 1–13
- Oakland, John S., Robert J. Oakland, and Michael A. Turner (2019), Total Quality Management and Operational Excellence. London: Routledge.
- Sharma A. K , Talwar B.(2007).Evolution of universal business excellence model incorporating vedic philosophy; Measuring Business Excellence., Vol 11, No .3
- Smith, Brian (2007) “Marketing Masterclass Excellence in medical marketing: Origins, definition and precursors” Journal of Medical Marketing, Vol. 7, 1 25–32.
- Vorhies, Douglas W. and Neil A. Morgan (2005), “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage,” Journal of Marketing, 69 (1), 80–94.
- Zeithaml, Valarie A., Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman (2020), “A Theories- in-Use Approach to Building Marketing Theory,” Journal of Mar- keting, 84 (1), 32–51.

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منابع
- Berry, Leonard L., Jeffrey S. Conant, and A. Parasuraman (1991) “A Framework for Conducting a Services Marketing Audit” Journal of the Academy of Marketing Science, summer, p.255-268.
- Clarke,V.,&Braun,V.(2006).Usingthematicanalysisinpsychology.QualitativeResearchinPsychology,3(2),77-101.
-Cutler, Philip, Keller, Kevin Lane (2013), "Marketing Management", translated by Mehdi Amir Jafari, first and second volumes, Tehran, Nass Scientific and Cultural Institute. (Persian(
- Denison, Tim, and Malcolm McDonald.(1995), The role of marketing: past, present and future. Journal of Marketing Practice 1 (1): 54–76.
-Esfidani, Mohammad Rahim; Nazari, Mohsen; Aghaei, Mohammad; Abdul Ali, Hamed (2016), "Designing an inter-enterprise relationship marketing model in the Parsian tourism business network", Modern Marketing Research Quarterly, 7th year, 4th issue, serial number (27), winter 2016, pp. 23-40(Persian)
- Gebhardt, Gary F., Gregory S. Carpenter, and John F. Sherry Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multi- firm, Grounded Analysis of Cultural Transformation,” Journal of Marketing, 70 (4), 37–55.
- Glaser, B. G. (1978). Theoretical Sensitivity, Sociology Press, Mill Valley, CA.
- Homburg,Ch., Theel,M., and Hohenberg,S (2020). Marketing Excellence: Nature, Measurement, and Investor Valuations. Journal of Marketing,84(4),1-22.
- Ismail S. , Ebrahimpour M. (2002).An investigation of the total quality management survey based research published between 1989 and 2000 ;International Journal of Quality & Reliability Management., Vol.19 , No.7.
-Khodadad Hosseini, Hamid; Shirkhodai, Maitham; Ahmadi, Parviz (2018), Designing the model of "marketing efficiency" in manufacturing industries with a combined approach, Management Research in Iran, 15(1), 201-222(Persian)
-Kotler, Philip (2016), "Marketing Management, Analysis, Planning, Implementation and Control", translated by: Bahman Faruzandeh, Tehran: Aghmedeh Publications. (Persian).
......... / ............... .. .... .. .... پیامدهای شناسایی پ اده ی زی سا یتعالی بازاریاب ...
فصلنامه مطالعات کمی در مدیریت...................................................................... / 73
- Kaewmungkoon,S.,Ussahawanitchakit,P.,Raksong,S.(2016). Marketing Excellence strategy and firm survival., The Business and Management Review, 7(5). 347-356.
- Kotler, P., & Keller, K. L. (2016). Marketing Management. (15th ed.) Prentice Hall.
- Leonidou,L.C.,Leonidou,C.N. and Kvasova,O.(2013), “ Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior” , European Journal of Marketing,Vol 47 No.3/4,pp 525-556.
- Moorman,Ch.,Day,G.S.(2016), “Organizing for Marketing Excellence” , Journal of Marketing: AMA/MSI Special Issue, Vol. 80 (November 2016), pp 6–35 .
- Murphy, P.E., Laczniak, G.R., Bowie, N.E. and Klein, T.A. (2005), Ethical Marketing, Upper Saddle River, N.J: Pearson Prentice-Hall.
- Nenonen, Suvi, Kaj Storbacka, and Charlotta Windahl (2019), “Capabilities for Market-Shaping: Triggering and Facilitating Increased Value Creation,” Journal of the Academy of Marketing Science, 47 (4), 617–39.
- Nowell,L, Norris,J,. White,D, . Moules,N.(2017), Thematic Analysis: Striving to Meetthe Trustworthiness Criteria, International Journal of Qualitative Methods, Volume 16: 1–13
- Oakland, John S., Robert J. Oakland, and Michael A. Turner (2019), Total Quality Management and Operational Excellence. London: Routledge.
- Sharma A. K , Talwar B.(2007).Evolution of universal business excellence model incorporating vedic philosophy; Measuring Business Excellence., Vol 11, No .3
- Smith, Brian (2007) “Marketing Masterclass Excellence in medical marketing: Origins, definition and precursors” Journal of Medical Marketing, Vol. 7, 1 25–32.
- Vorhies, Douglas W. and Neil A. Morgan (2005), “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage,” Journal of Marketing, 69 (1), 80–94.
- Zeithaml, Valarie A., Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman (2020), “A Theories- in-Use Approach to Building Marketing Theory,” Journal of Mar- keting, 84 (1), 32–51.