نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی کارشناسی ارشد رشته مدیریت کسب و کار گرایش استراتژیک ، دانشگاه پیام نور ، تهران ، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Marketing is an important principle of business and the industrial sector is considered as the primary source in the formation and creation of marketing. Marketing is not an auxiliary factor for the success of companies, but an essential for all companies in competitive markets. In general, marketing research as a discipline, and especially industrial marketing, is designed on a number of different theoretical perspectives from different fields such as organizational theory, system analysis, economics, psychology, sociology and anthropology. The main purpose of this study is to investigate and identify environmental factors affecting industrial marketing; The type of research is analytical. Descriptive research describes and interprets what is and focuses on existing conditions or relationships, common beliefs, current processes, tangible effects, or evolving trends. The statistical sample of this study included 15 academic experts and managers active in the field of industrial marketing. The results of content analysis of interviews with experts (during three rounds of Delphi interviews) show that there are two types of micro and macro environments in industrial marketing. The micro environment is made up of actors close to the company who have an impact on its ability to serve customers. Companies, suppliers, marketing intermediaries, customer markets, competitors and the community. The macro environment is made up of social forces that affect the micro environment; Economic, natural, technological, political and cultural forces.
کلیدواژهها [English]
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