The calculation of customer value without regard to marketing policy is problematic because the value of managerial flexibility and the impact of consumer learning are neglected. This article develops a structural dynamic programming model of consumer demand that includes marketing variables and consumer expectations of promotions. The author uses the estimated parameters to conduct policy expe...

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...

This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was...

increasing non-oil exporting is among the most important concerns for iran. software industry is among the knowledge based and profitable ones. identification of factors affecting export performance of software developers can improve planning that in turn results in increasing software export. in this research a model consisting of seven important variables in software industries including: com...

nowadays, experiential marketing has turned into one of the critical strategies for the survival of many companies. the concept of experiential marketing suggests presenting a unique and memorable experience in which, by creating excitement, it can depend the consumers to goods and services emotionally and so affect the behaviors of customers. this research aims to evaluate the effects of exper...

Developing and maintaining marketing relationships have been widely examined in the literature. The impact of relationships on firm performance extends the understanding of previously defined key relationship marketing elements. Such an understanding spans the gap between relationship marketing theory and practice. We hypothesis that the relationship marketing attributes of communication, power...