Predicting entrepreneurial marketing through strategic planning (including case study)

Subject Areas : Educational management

Jalal Abdi ¹ , Saeed Safariyan ² , Reza Usefi ³ , mohamad Taghipour ⁴

1 - Sari Islamic Azad Univercity
2 - Sari Islamic Azad Univercity
3 - Sari Islamic Azad Univericity
4 - SRBIAU

Received: 2017-09-03 Accepted : 2017-09-03 Published : 2019-05-22

Keywords: Client Marketing, strategic planning, Saderat Bank,

Abstract :

 The present study was conducted to investigate "Strategic planning relationship with entrepreneurial marketing in Saderat Bank OF North Tehran (SBNT). The present study is based on the nature of the method of collecting descriptive information of correlation type, and is objective in terms of purpose. The statistical population consisted of all personnel employed in (SBNT). with 1200people in five domains and six major branches, with 350women and 850men.   To determine the sample size of employees, the Krejcy and Morgan tables were used. Sample size was determined by 291 people. The data gathering tool was two strategic planning questionnaires based on the Barson model (1999), Fior et al. (2013) entrepreneurship marketing inventory. Both questionnaires are standard and have adequate content validity. Reliability was obtained by using Cronbach's alpha for strategic planning questionnaire (0.72) and entrepreneurial marketing questionnaire (0.87). Data analysis using SPSS software showed that there was a significant correlation between strategic planning with four components of consciousness (0.69), consumer-oriented innovation (0.82), value creation (0.51), risk management (0.90). "Risk Management" and "Opportunity of Consciousness" of the entrepreneurial marketing components in the (SBNT) with (t =4.0105 & Sig. = 0.012; t = 2.023 &Sig=0.037). Accepts the impact of strategic planning and the least effect on the component of "value creation" with (t =1.545 & Sig.=0.280).