Designing a framework for marketing capacities to achieve financial benefits in companies affiliated to steel industries admitted to the stock exchange.

In terms of market value, the basic metals group is important after the chemical products group in the stock exchange, so the optimal use of marketing capacities in this industry can lead to financial benefits. The purpose of this research was to design a framework for marketing capabilities to achieve financial benefits in companies affiliated to the steel industry accepted in the stock exchange. became. Qualitative phase data was collected through semi-structured in-depth interviews with 15 marketing experts who were selected through purposive sampling and snowball methods until theoretical saturation was reached. The data was done using open, central and selective coding and analyzed using Maxqda data analysis software. The results obtained from the analysis led to the final model of marketing capabilities with 7 main categories including: product, distribution, market, customer, analysis of competitors, advertising and brand, which in 6 dimensions are causal conditions, main category, background conditions, environment, strategies and As a result, the paradigmatic model of the research was drawn.