the aim of this study was to identify the recurring themesand to evaluate methodological components of 204 marketing theses(1384-1389) in four selected universities including: shahid beheshtiuniversity (sbu), tehran university (tu), allameh tabatabaiuniversity (atu) and tarbiat modares university (tmu). contentanalysis showed that the most favored subjects in marketing theses areconsumer behavi...

The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when t...

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms exporting from Queensland, Australia. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy a...

When designing effective marketing strategies for products, marketers often consider the ”marketing mix” – the value of the product, the price it might be offered at, how the product is promoted and the places where the product can be accessed or purchased. In competitive marketplaces, a better understanding of the elements of the marketing mix might lead to better marketing strategies and be i...

in spite rapid and increasing growth of international tourism industry and its importance in economy countries in the world (globe), unfortunately iran could not yet benefited from the economic advantages of this section and could not yet obtained a considerable share from its foreign currency. regarding the important role of the tourism in the world trade, and earning of about 10 percent (10%)...

introduction: quality of services extremely depends on how personnel have contact and interaction with the clients. moreover, the personnel’s attitudes and their behaviors with the clients significantly affect clients’ perception of quality of services and consequently influence their satisfaction as well as their absorption to the services of an institution. this study intends to investigate t...

The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...

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....