طراحی مدل تحقق بازاریابی پایدار صنعت خودرو ایران

Nowadays two concepts of sustainable development and integration of processes have extremely influenced business atmosphere. Marketing, as one of business sciences, and automobile industry, as a parent industry, are influenced by these changes. In this direction, this article aims to design a integrated model for fulfillment of Iranian automobile industry sustainable marketing. For this purpose, available literature was reviewed and initial framework was designed for sustainable marketing fulfillment. Then, initial model was developed using qualitative methodology tool including open questionnaire and deep interview with experts and comprehensive sustainable marketing fulfillment model was proposed. The modified and ultimate conceptual model for sustainable marketing fulfillment was designed. In the last stage, the model was comprehensively surveyed and confirmed through field research. Findings showed that among various models of marketing, internal marketing, integrated cultural marketing, strategy-oriented marketing, moral-oriented marketing, and friendly marketing are models influencing sustainable marketing fulfillment.