Providing a model for the market of selling new goods by one-to-one marketing method
Subject Areas : Futurology
1 - دانشیار گروه مدیریت آموزشی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران ( مسئول مکاتبات)
Keywords: " relationship marketing", "person-to-person marketing", "One-to-one marketing", " customer relationship management",
Abstract :
The purpose of this study is to provide a model for the market for the sale of new goods using the one-to-one marketing method. Since in applied research, the main goal is not only scientific discovery, but also to test and study the application of knowledge, so the method of this research is applied in terms of purpose and has been done by exploratory method. The data collection method is mixed (quantitative and qualitative) and the data collection tool is interviews with experts by conducting specialized interviews in Delphi method and a questionnaire. Therefore, 375 people from the market of selling new goods by one-to-one marketing method (in the quantitative section) and 17 experts and specialists in this field (in the qualitative section) participated in this research. The collected data were analyzed by descriptive and inferential methods through SPSS 16 and Smart PLS software. After conducting research, the results showed that: systematicity, technology orientation, design orientation, market orientation, resource use, the basis of efforts for new goods, conceptualization of new goods, and finally new product management; Under the heading of market components of selling new goods by one-to-one marketing method; Approved. Model fit tests showed the validity of the model.
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