This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based...

The purpose of this study is to investigate the role of e-commerce marketing capabilities in enhancing Iranian carpet export capabilities via a paradigmatic model. In fact, the present study seeks to identify various factors that may influence the role of electronic marketing capabilities in promoting Iranian carpet export capacity. The identified strategies obtained from the paradigmatic model...

In this paper we propose a multi-objective mathematical model to aid the marketing team of a company in customer service marketing. Customer reflects to the services provided by a company, and the reflections affect the profit of the company. Thus, the services can be evaluated by the customers to imply the company's performances. First, the services are purified based on the opinions of th...

this research has studied and ranked the service quality and its relation with customers' satisfaction in a bank in iran. in the theoretical principles section, the concepts and de nitions related to services, satisfaction, banking and research background have been studied. the statistical community of the study was all the bank customers that have referred to the bankand have had interest...

it’s very difficult to differentiate the brands for companies in these days. because branding is not just market share but also share in mind and share in heart that is the core of experiential marketing. in this research using a research model and applying sem and pls, the effect of experiential marketing on brand commitment with the mediating role of brand attachment, brand trust and brand lo...

Based on dynamic capability and contingency theory, authors examined the direct connection between Service innovation, Marketing innovation Customer satisfaction, interacting mechanism of competitive intensity. The research model hypotheses were developed from extant studies. Respondents 300 microfinance banks participated in survey. Analyses Smart PLS software showed that positively significan...