Smart Marketing Model in the Development of Handicraft Investment Companies

Document Type : Original Article

Authors

1 PhD Student, Faculty of Humanities, Department of Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 PhD, Faculty of Humanities, Department of Management, Tarbiat Modares University, Tehran, Iran.

3 PhD, Faculty of Humanities, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

Abstract

In the present day, marketing is one of the most central principles for the triumph of various companies. Due to the increasing diversity of commercial companies and competition in the field of services, marketing concerns have become one of their most significant concerns. Given the growth of technology in the present age, smart marketing is a matter to be considered in this area. In such an environment, management must evaluate risk and act intelligently in all decisions. The present research is accomplished via a descriptive and analytical method with a quantitative and qualitative approach. Research findings indicate that accurate, up-to-date and transparent information reduces the risk of incorrect decision making; hence, this has become one of the significant reasons for the need for marketing research and smart marketing promotion in any organization. In this research, an attempt has been made to introduce a smart marketing model in the development of handicraft investment companies in the country (case study of the sustainable development of Sina Industry). The results of data analysis obtained with fuzzy Delphi technique shows that the important dimensions of the intelligent marketing model were identified in 3 phases (input, analysis and output) of 13 general components and 42 indicators. Finally, according to the analysis, the final model of intelligent marketing in the investment company is designed in three phases. In the meantime, investing in the field of handicrafts will be fruitful due to consuming its own issues and concerns and this is achieved if smart marketing is applied.
 
Research aims:
1. Recognizing the status of smart marketing in the field of competition in the handicraft industry.
2. Becoming acquainted with the opportunities and threats in the handicraft market.
Research questions:
1. What is the role of smart marketing model in handicraft investment companies?
2. What are their dimensions, components and associations?

Keywords

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