Objective Some ethically controversial behaviors within the companies have faced today marketing with the hallmarks of lying, deception, exaggeration, fraud, privacy violation and similar accusations. Therefore, creating and maintaining good relationships with the customers on one hand, and drastic lack of studies concerning the customers' perception of ethical and unethical marketing have made...

Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and servi...

brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...

advertisement is one of the most fundamental actions of marketing process and one of the most extensive areas of marketing systems. if firms select proper procedures, appropriate and targeted advertisement through using the knowledge, expertise and experience in their marketing process, they can ,in addition to promoting the welfare of customers, gain huge capital for their own firm. therefore,...

Customers could switch service provider easily because of lower searching cost and identical service in online environment. Most marketing research for customer loyalty emphasizes the effect of satisfaction and switching barrier, derived from investment model. However, how satisfaction and switching barrier influence customer loyalty has been less conclusive. The possible reason is neglect of c...

Nowadays, the awareness of service firms’ managers about the crucial role of customers in the success or failure of their business has increased. This has led them to this fact that the best strategy for surviving in the marketplace is encouraging customers’ prosocial behaviors in service delivery process. Reasonably, one of the best strategies to encourage customers toward these behaviors is s...

the aim of this study was to assess the proportionality of sport books to beneficiaries' expectations and the role of marketing mix elements in marketing of these books. this research was a descriptive and field survey. three researcher-made questionnaires with confirmed validity and reliability were used to collect the data. the research hypotheses were examined by independent t test. the...

understanding customers’ needs and wants, through their view, will help to generate a stronger and more strategic focus on the achievement of marketing objective and customer satisfaction. this study is an applied research with descriptive analytical methodology. the research was carried out among buyer of television sets in isfahan the sample size was 195 which have been selected randomly from...