Hamid Kazemi, Fereshteh Mansouri Moayyed Mansouri Moayyed, Nader Naghshineh,
Volume 16, Issue 2 (5-2009)
Abstract
The primary focus of the present study is to review organization analysis models from the standpoint of marketing and to propose an appropriate model for information centers and entities. A detailed literature review is made concerning marketing concepts, principles and services with respect to information organizations. The second stage deals with review and study of information entities, their goals, duties, structures and existing approaches. While many suggest a Norbert-Weiner model as the most appropriate for a flexible organization often represented by an information center, it does not totally the variety modes of services cape deployments available to such entity. Depending on their image representation in either physical space or web space or even service space, as many as four different models could be used for organizational analysis of essentially such a single entity. To develop a more unified model, we decided to study the marketing philosophies in such entities as a point of departure for corporate analysis. It was found that 27 factors should be considered in order to analyze a typical library or information entity from a marketing standpoint, regardless whether it is a passive or an active analysis. These include items like organization product range, customer convenience, people, synergic matrix, involvement and interconnection. Using Iranian Scientific Information and Documentation Center as the baseline, we were able to arrive at and verify a Market Mix Model that can effectively address such analysis and provide the information and library managers. Hence, it seems an effective tool for identifying not only the competitive advantage but potential challenge areas within their respective organizations.
Volume 23, Issue 3 (10-2019)
Abstract
This study aims to evaluate the effect of gender identity on loyalty emphasizing on personal identity, consumption patterns, and Purchase decision making styles. This study is considered an applied research, and according to the method of gathering data is considered to be descriptive-survey research. The data of this research was gathered from a sample of 492 participants who were users of home appliances in city of Tehran through simple cluster sampling method. Questionnaires were used as data gathering tool. The data were analyzed by structural equation modeling via Lisrel software. The findings indicate that gender identity affects brand loyalty, personal identity, purchase decision making styles, and consumption patterns. Also, loyalty is affected by personal identity, purchase decision making styles, and consumption patterns. Finally, personal identity and consumption patterns affect purchase decision making styles.
Volume 24, Issue 2 (6-2020)
Abstract
The marketing of the technical knowledge services and products in knowledge Intensive Business Service (KIBS) has emerged a challenge to these companies. Knowledge brokers play a key role in providing the specialized services needed by KIBSs to their technical knowledge services and products marketing. The purpose of the present research is to develop a technical knowledge in knowledge Intensive Business Service marketing model with emphasis on the role of Knowledge Brokers. In order to achieve the research model, the method of Thematic Synthesis of systematic literature review has been used. In data collecting, documents, articles, texts and reports in the framework of the research method and through targeted sampling are collected. One of the findings of this research is the three-step function of the Knowledge Broker (access, manipulation and delivery of knowledge) and its role in the quadruple communities of applicants, providers, innovators and knowledge framers in technical knowledge in KIBSs marketing. Finally, the knowledge marketing model of KIBSs with emphasis on the role of Knowledge Brokers was presented.
