Marketing capabilities such as advertising and distribution, in the past, were considered as an intermediate level marketing activities but our focus in this study is on higher potentials of marketing, innovation and branding. The primary objective of this study is to investigate the effect of marketing capabilities on the market of small and medium enterprises in the province of Isfahan, Iran. The research consisted of small and medium enterprises in the industrial towns of the province of Esfahan using random sampling technique to gather the necessary data. Out of the 62 industrial parks and industrial zones in the province, there were 4,326 industrial units, which were active and the study distributes 384 questionnaires and managed to collect 308 properly filled ones. Using some statistical tests, the study has confirmed that innovation and branding influence positively on SMEs in this province.

This paper presents an empirical investigation to determine critical success factors influencing the success of tile industry in Iran. The study designs a questionnaire in Likert scale, distributes it among some experts in tile industry. Using Pearson correlation test, the study has detected that there was a positive and meaningful relationship between marketing planning and the success of tile industry (r = 0.312 Sig. = 0.001). However, there is not any meaningful relationship between low cost production and success of tile industry (r = 0.13 Sig. = 0.12) and, there is a positive and meaningful relationship between organizational capabilities and success of tile industry (r = 0.635 Sig. = 0.000). Finally, our investigation states that technology and distributing systems also influence on the success of tile industry, positively. The study has also used five regression analyses where the success of tile industry was the dependent variable and marketing planning, low cost production and organizational capabilities are independent variables and the results have confirmed some positive and meaningful relationship between the successes of tile industry with all independent variables.

One of the primary concerns to market a product is to find appropriate channel to target customers. The recent advances on information technology have created new products with tremendous opportunities. This paper presents a mixed integer programming technique based on McCarthy & apos; s 4PS to locate suitable billboards for marketing newly introduced IPHONE product. The paper considers two types of information including age and income and tries to find the best places such that potential consumers aged 25-35 with high income visit the billboards and the cost of advertisement is minimized. The model is formulated in terms of mixed integer programming and it has been applied for potential customers who live in city of Tabriz, Iran. Using a typical software package, the model detects appropriate places in various parts of the city.

During the past few years, there has been growing competition between two primary sources of mobile service providers including Hamrah Aval and Irancell in Iran. The competition is so tight that both service providers have spent significant amount of money on marketing planning. Therefore, it is necessary to find important factors influencing on better marketing planning. This paper presents an investigation to analyze the effects of marketing communications on market share adjustment. The proposed study of this paper has used principle component analysis and it has detected four factors environment issues, marketing organization, market development and relationship oriented.

This paper presents an investigation to find out important factors influencing electronic customer relationship management on reducing customer complaints. The proposed study designs a questionnaire in Likert scale consists of 19 questions, distributes it among some Iranian experts in banking industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 16 because of skewness of three questions. Cronbach alpha is calculated as 0.82 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.746 and 1993, respectively. Based on the results of our survey, we have derived four factors including knowledge management, customer retention, customer oriented strategy and structure oriented.

The recent trend on competition among insurance firms has increased motivation to look for important factors influencing this industry. In this paper, we present an empirical investigation to find important factors shaping this industry. The proposed study designs a questionnaire in Likert scale and, using principal component analysis, detects important factors on the success of this industry. Cronbach alpha is calculated as 0.849, and Kaiser-Meyer-Olkin and Bartlett & apos; s Test are calculated as 0.873 and 12744 with (Sig. =0.000), respectively. The study has detected four important factors including quality of service casualties, sales improvement and advertisement, quality of issuance of insurance policies and quality of work force.

This paper presents an investigation on the role of brand image on customer loyalty on rubber industry. The proposed study designs a questionnaire in Likert scale consists of 27 questions, distributes it among some Iranian experts in rubber industry and analyzes it based on principal component analysis. During the survey, the number questions are reduced to 23. Cronbach alpha is calculated as 0.812 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.671 and 2375, respectively. Based on the results of our survey, we have derived six factors including penetration strategy, infrastructure characteristics, competitive pricing, target marketing strategy, communication strategy and market characteristics.

Implementation of better marketing strategies in industry plays an important role in increasing sales and profitability of industrial part suppliers. Understanding the weakness in each part of supply chain helps reduce different cost component and increases profitability. In this paper, we present an empirical study to find important factors influencing marketing strategies based on factor analysis. The study designs and distributes a questionnaire consists of 64 questions. The proposed study uses Skewness analysis to reduce the factors into 44 items and reports 8 important factors including business environment, communication chain technology, good organizational relationship, leadership cost strategy, performance risk, ecommerce strategy, encouraging strategy and consistency in organizational performance.

Information technology (IT) plays a vital role on developing different markets. In this paper, we study the impact of IT on developing businesses located mainly on free zones or in the borders of countries using analytical hierarchy process. The proposed study of this paper gathered the relative importance of five important factors influencing IT implementation. There are 12 experts and we use pairwise comparison to gather their insight and using Expert Choice we implement AHP for ranking the factors. The results indicate that management is the most important factor, followed by cultural and social items. The other factors including technical, investment and organization items are in lower degree of importance.

In this paper, we survey important factors, influencing customers to buy more from one of well known food market operating in capital city of Iran named Shahrvand. The survey studies the effects of six factors including customer & apos; s perception, persuasive factors, brand, customers & apos; expectations, product & apos; s characteristics and special features of store on attracting more customers. We have distributed questionnaire among 196 customers who regularly visit stores and analyzed details of the data. The results indicate that customers & apos; perception is the most important item, which includes eight components. Years of experience is the most important item in our survey followed by impact of color and working hours. Diversity of services is another factor, which plays the most important role followed by quality of services. Next, fidelity and brand are other most important factors and the name of store and risk are in lower degree of importance.