Designing an enlightened marketing model in the textile industry of Iran
حسن یلمه ها
1
(
دانشگاه آزاد اسلامی واحد دهاقان
)
zahra dashtlaali
2
(
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
)
Mohammad Reza Dalvi
3
(
استادیار، عضو هیئت علمی دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد دهاقان
)
Keywords: enlightened marketing, textile industry of Iran, Grounded theory, marketing,
Abstract :
Enlightened marketing tells the society in simple language that the society is as important and valuable as the profit is important for the group. The main goal of this research is to provide a local model for enlightened marketing in the country's textile industry.In terms of purpose, the research is part of applied research and qualitative research. data collection is a combination of library and field. In order to analyze the data, the GT and strategy of Strauss and Corbin and MAXQDA2020 software were used. Semi-structured in-depth interviews were used to collect data, and the research community includes all textile industry activists in Iran and academic experts in this industry, and targeted sampling and theoretical saturation were used to end the interviews. The principle of reliability has been used to determine the validity and reliability of the research. By analyzing the data, the categories of environmental factors causal factors; customer service, subcategories of the central category, as well as awareness of human capital, bureaucracies and laws land factors and social factors, human and intervening conditions and strategies including sustainable marketing and the consequences of increasing customer lifetime value, survival and profitability, updating equipment, increasing the level of the industry, They support the interests of society and improve the brand image. Enlightened marketing can create stability, loyalty and long-term relationships between existing actors in the country's textile industry
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