Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdepende...

In today's complex, dynamic and constantly changing environment, companies need to design and take systems and methods that can help them adapt themselves to the changeable and dynamic situation of competitive markets, and therefore improving marketing performance and generally the company’s performance. In this regard, business intelligence systems as a new method and tool can be considered as...

The chief purpose of this study is to verify and understand how the corporateinitiated implementation of knowledge management (KM) and brand equity affect the marketing performance of a Japanese automaker’s Taiwanese branch. Data was extracted from the population using convenience sampling to verify the goodness-of-fit of the overall, structural and measurement models by means of Structural Equ...

The purpose of the current study is to model the marketing strategy decision-making problem as a multi-criteria decision-making (MCDM) problem and provide a five-step decision support framework to make and carefully assess the marketing strategies. A marketing strategy decision-making framework is essential for marketing strategists to determine the most appropriate marketing strategy in an eff...

Word-Of-Mouth (WOM) is the opinion of consumers about a product. There is currently a clear trend in the use of WOM to diffuse information about a new product, known as WOM marketing campaigns. Marketing researchers are studying the impact of the different types of these campaigns has. The difficulty in getting data and isolating the effect that is analyzed limits the research of marketers in t...

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management....

Strategic marketing planning is now widely adopted by business-to-business organizations. While marketing planning principles are well established, practitioners attempting to implement the process often find their progress impeded by a variety of barriers. These barriers are explored through a review of published evidence and case study analysis of several organizations. This analysis exposes ...

The conceptual framework of the marketing audit has been well developed by different contributors since the late 1950s. At the present time, the popular marketing textbooks and the published academic and general literature deal primarily with the theoretical and practical aspects of the marketing audit without offering any rigorous empirical justification of the practice. The teaching of the ma...

the present study investigates the feasibility of implementing marketing principles within the academic libraries of government-sponsored universities in tehran. the study focused on the attitude of library managers towards this issue. a survey method, using a questionnaire as a data collection tool was used. findings demonstrated that the level of managerial familiarity with the concept of mar...