جستجوی مقالات مرتبط با کلیدواژه « نوآوری در بازاریابی » در نشریات گروه « کتابداری و مدیریت اطلاعات »

Given today's turbulent and competitive market and the rapid pace of change in the business environment, companies must take innovative measures to achieve the desired performance and deal with business environment change. Since marketing is one of the main pillars of business, innovation actions in the form of the "innovative marketing" strategy can be considered an effective measure. Therefore, this research investigates the concept of innovative marketing by using a systematic literature review. A systematic search was carried out on the databases of Web of Science and Scopus. The following words are used as keywords: “Innovative marketing” and “Innovation in marketing”. Twenty-four articles fulfilled the research criteria. By reviewing the articles, the study discusses the concept of innovative marketing and illustrates the eight main elements of innovative marketing, with high reproducibility in research texts. Moreover, fifteen innovative marketing methods and tools are identified and described. Some barriers that companies encounter for implementing innovative marketing strategies are mentioned and reviewed. Besides, some factors as strengths, weaknesses, opportunities, and threats (SWOT) are recognized and discussed that firms can take into account when choosing the innovative marketing strategy. The findings of this study are useful for companies and future researchers in this field.

By using big data, companies can be accurately informed about future market trends and customer preferences. Accordingly, innovate in marketing activities. However, to take advantage of this new technology in marketing, elements and factors are needed. In this regard, the current study has identified the necessary Prerequisites for using big data to innovate in marketing activities. the methodology of current research is a qualitative method by getting interviews and using content analysis. The subjects were 18 experts in the fields of data science that were selected by purposeful sampling method. By analyzing the interviews, 6 main concepts and 17 sub-concepts were identified. The results showed that antecedents for using big data in marketing activities are data-driven culture, data-driven skills, data-driven systems creation, dynamic resources provision, data-driven marketing capabilities, and support and perception CEOs. The results of this study can be used to assess the readiness to use big data in the marketing activities of organizations to develop and improve products and services and better experience for their customers.