جستجوی مقالات مرتبط با کلیدواژه « داشبورد بازاریابی » در نشریات گروه « مدیریت »

Over the past decade, organizations have increasingly recognized the value of the component of organizational competitiveness and researchers have studied several factors affecting it. However, some factors in the current issues of organizational competitiveness are still unknown or have been studied in very limited dimensions. The aim of this study was to investigate the effect of marketing dashboard development on organizational competitiveness mediated by marketing memory and competitive intelligence. This research was based on an applied method in terms of purpose and a descriptive method in terms of correlation. The statistical population included 726 experts and managers of the active insurance companies in Lorestan Province. The sample size was selected to include 251 people by using simple random sampling method and Cochran's formula. The data were collected by using a questionnaire, the validity and reliability of which were confirmed. SPSS and Visual PLS statistical software were utilized to analyze the data. The results showed that the marketing dashboard component had a positive and significant (direct) effect on organizational competitiveness. Also, the components of marketing memory and competitive intelligence had a positive and significant effect on organizational competitiveness. Moreover, marketing dashboard was found to have a positive and significant effect on organizational competitiveness by considering the effects of the interfering variables of marketing memory and competitive intelligence.
 
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The purpose of this study is to design a marketing dashboard by identifying the components of marketing in the food industry. The present study is descriptive and survey branch and also from the perspective of the purpose of an applied research and explains how the dashboards support the marketing activities of managers in the field of food industry. A questionnaire was used to test the research hypotheses. The statistical population of this study is 1 active marketing managers in the food industry. Data were analyzed by expert questionnaire using group AHP technique in Expert choice software. Research Findings Strategic factors in designing food industry marketing dashboards, respectively, customer satisfaction priority, customer longevity, market share, sales, weekly order, number of customer complaints about product quality, customer interaction, click-through rate and site view From the customer, and the advertising budget.