List of Articles مدل بازاریابی

• Open Access Article
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  1 - Designing a Marketing and Advertising Model of the Institute of Education and Human Resources Development
  Ahmad Shanian Reza Shafei Tohfeh  Ghobad Lamuki Behrooz Bayat Marzieh Bayat
  10.52547/istd.31512.8.30.257
  The present study was conducted using the qualitative approach and the grounded theory method to design the marketing model of the Institute of Education and Human Resources Development. The study population included the managers of educational institutions who were sel More

  The present study was conducted using the qualitative approach and the grounded theory method to design the marketing model of the Institute of Education and Human Resources Development. The study population included the managers of educational institutions who were selected through purposive sampling. The data was collected through interviews. The findings showed that factors such as identifying large organizations and industries and knowing their issues and problems, skills of the staff of the educational institution, staffs’ motivation, strong databases, use of new educational technologies, proper packaging of educational services, attractive ancillary services in the institution, providing examples successful previous work, experienced instructors, having educational standards, appropriate training environment, customer satisfaction system, competitors, political, social and biological crises and prices affect marketing the Institute of Education and Human Resources Development. In the research model, increasing revenue, developing a brand, increasing power in developing instructors and educators, and developing national credibility were the consequences of the use of appropriate strategies for marketing the Institute of Education and Human Resources Development. Manuscript profile
• Open Access Article
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  2 - Meta-synthesis of the antecedents and consequences of digital marketing
  nafise belaghatnya Mohammad ghaffari Hossein Shirazi hossein janatifar
  The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing More

  The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing approach is of a role in which the antecedents and their consequences on these businesses become necessary. In terms of orientation, the current research is fundamental. Based on Saunders' research onion model, our research gets into the interpretive paradigm layer. Our work is inductive rather than analogical, written with a qualitative approach. Library research helped collect the theoretical bases. The research strategy is a case study, and its ultimate goal is to explore the antecedents and consequences of digital marketing. A systematic review and content analysis availed collection and analyzing information. In terms of methodology, the meta-synthesis method has been used to achieve the final goal of the research. For the meta-synthesis of the antecedents and consequences of digital marketing, 422 pieces of research were selected, and the data were analyzed with the help of Nvivo12 software. With a general look at the results obtained from the antecedents and consequences of digital marketing, 12 organizing themes, which included 7 categories of antecedents and 5 categories of consequences, and 489 titles in the form of basic themes, have been determined and introduced. The antecedents included 381 factors affecting digital marketing, and the consequences included 128 factors influencing digital marketing. Manuscript profile