interactive marketing model based on the national system of innovation in industrial tools
Subject Areas : Jounal of Marketing Management
Ali Hajiaghabozorgi
1
,
Mahmoud Ahmadi sharif
2
,
Peyman Ghafari Ashtiani
3
1 - PhD student, Department of Business Administration, Quds City Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, Shahr-e-Quds Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Business Management, Arak Branch, Islamic Azad University, Arak, Iran
Keywords: customer attraction, customer loyalty, interactive marketing, national innovation system,
Abstract :
Introduction: Lack of attention to interaction in marketing reduces the understanding of the two-way communication between the company and the customer and leads to the reduction of the company's competitive power. Therefore, the present research aims to design an interactive marketing model based on the national innovation system in industrial tools. The purpose of expanding interaction in marketing is paid. ,
Research method: The current research is of qualitative type. The purpose of research is development. A semi-structured interview has been conducted with twelve experts using the purposeful-judgmental sampling method and in the form of a snowball until the theoretical saturation limit is reached, using the field method.
Findings: Fourteen organized themes and fifty-seven basic themes have been modeled with the theme analysis method, and in this model, three research gaps have been resolved: 1. How to stimulate interaction 2. How to continue customer interaction with the company and 3. How to continue cooperation. The validity of the model has been proven by means of interpretative and theoretical validity. The reliability of the model has been confirmed by Cohen's Kappa coefficient of agreement.
Conclusion: Iran's national innovation system has addressed the relationship between innovative technology and performance. In this research, the proposed model, with the help of innovative technologies, provides an interactive marketing model that improves the company's marketing performance. That is, it has addressed the relationship between innovative technology and performance.
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