List of Articles Strategic marketing

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  1 - Providing a model for the performance of tourist hotels based on market orientation: the mediating role of strategic marketing plans (case study: Isfahan tourist hotels)
  امیر گندمکار علی لوافان مریم اشتر
  10.30495/qrm.2023.705351
  AbstractIn the tourism industry, which has its own complexities, lack of planning cannot have a place; Because this industry is knowledge-based, scientific and program-oriented, and having a strategic plan in the marketing of this industry, especially hotel industry, sa More

  AbstractIn the tourism industry, which has its own complexities, lack of planning cannot have a place; Because this industry is knowledge-based, scientific and program-oriented, and having a strategic plan in the marketing of this industry, especially hotel industry, satisfies the market demand. This research was conducted with the aim of "investigating the impact of market orientation on the financial performance of tourist hotels in Isfahan according to the mediating role of the meaningfulness of marketing plans and the novelty of marketing plans"; In terms of the method, it is a descriptive-survey of the correlation type with an applied nature and cross-sectional in terms of time. The statistical population of this research includes all the tourist hotels in Isfahan, which was selected as a statistical sample using the census method of 110 hotels. The measuring tool of the research was two standard questionnaires from reliable sources for the variables of market orientation, financial performance, meaningfulness and novelty of marketing programs, which was calculated to measure the validity of the questionnaires using the form and content method and to determine its reliability, Cronbach's alpha was calculated. Its value was estimated as 0.910. Data analysis was done using Spss26 and Amos24 software. The Kolmogorov-Smirnov test was used to check the normality of the data, and the structural equation method was used to test the hypotheses. The results of the research showed that in Isfahan tourist hotels, market orientation (customer orientation, competitor orientation, and functional integration) has an effect on hotel performance with the mediating role of strategic marketing plans. It was also determined by Baron and Kenny's method that the meaningfulness and novelty of marketing programs have an incomplete mediating role in the relationship between market orientation and hotel performance. Manuscript profile
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  2 - Identifying the Resilient Economy Components Affecting Strategic Marketing in the Hotel Industry
  Elham Kiyanmehr soheil sarmadsaidy Behrooz Ghasemi
  In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacitie More

  In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacities, Dimensions and Components Affecting the Strategic Marketing of Hotels to Increase the Hotel's Potential Capacity in the Face of the Special Economic Conditions of the Sanctions and Eventually, Develops the hotel industry and tourism industry. For this purpose, the basic dimensions of research were designed using qualitative content analysis method. Then the final components is extracted by sending questionnaire for experts , and Delphi method. The statistical population is related to the determinants of resilient economy, scientific and organizational experts. The results show that the components of the resilient economy affecting strategic hotel marketing in this study , are manpower productivity , leadership, cultural fit, structure fit and customer orientation. Manuscript profile
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  3 - Provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach
  Vahid javaheri abbas heydari Bahram Kheiri
  The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured int More

  The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of data foundation theory, 15 people were selected for the statistical community of experts and managers with experience in the banking industry. The findings of this study indicate that for the successful implementation of a strategic marketing model based on competitive advantage Develop a positive understanding of marketing more in the field of competitive advantage activities. They can also provide a better picture of their services by emphasizing strategic marketing capabilities in order to pay attention to competitive patterns and take steps to develop a competitive advantage. In addition, this study warns managers about the need to pay attention to strategic marketing capabilities based on competitive advantage in the banking industry. Manuscript profile
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  4 - Identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process
  mahnaz solati اعظم رحیمی نیک سید عباس حیدری
  The current research was conducted with the aim of identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process. The participants of this research are managers and ex More

  The current research was conducted with the aim of identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process. The participants of this research are managers and experts of convenience stores and faculty members in the field of business management with at least 15 years of teaching experience and have a master's degree or higher. People were selected by purposive sampling with the criteria of teaching experience in the elementary school. Sampling was done with the participation of 19 experts. The data collection tool consisted of two parts, 1- examination and exploration of upstream documents, documents related to the strategic marketing of the second brand in chain stores in order to improve social development with an emphasis on the STP process in the library part, 2- semi-structured interview in the field part that The semi-structured interview with the participants continued until the theoretical saturation stage. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holsti's coefficient, Scott P's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed. Manuscript profile