Designing a marketing model in Iran's industry, mining and trade organization with a theme analysis approach

Subject Areas :

Elnaz Noori ¹ , hamid kakaei ² , Marjan DamanKeshideh ³

1 - PayameNoor university
2 - Islamic Azad University, Central Tehran Branch, Tehran, Iran
3 - Azad University

Received: 2022-08-21 Accepted : 2022-08-28 Published : 2022-04-21

Keywords: Customer Relationship, Marketing, DEMATEL, market measurement capability, marketing function,

Abstract :

The aim of the current research is to design a marketing model in Iran's industry, mining and trade organization with the approach of theme and DIMATEL analysis. The research was carried out by understanding the role and importance of marketing in the mentioned industry and considering the weakness of previous studies regarding the introduction of a comprehensive model. The studied community in the qualitative and quantitative section included academic and industry news related to the research topic. The tool of data collection in the qualitative part was semi-structured interviews and in the quantitative part, a pairwise comparison questionnaire was used to survey experts. Data analysis was done in the qualitative part by using the theme analysis method and in the quantitative part by using DIMATEL technique. The findings showed that the marketing model of the industry, mining and trade organization consists of three dimensions of market measurement capability, customer communication capability, and marketing functions capability, and the two dimensions of market measurement capability and customer communication capability are more important for the industry organization's marketing capability.