Introverted and extroverted marketing model in digital marketing based on Grounded theory

Summary Due to the wide range of changes and developments in various areas of business, the need for organizations to increase the quality of their products and services has increased. Therefore, in this regard, organizations need to develop organizational capabilities to provide high quality products and services. In today's business environment, managers pay close attention to meeting the needs of customers in order to remain competitive and provide financial benefits to the satisfaction of owners and shareholders. Marketing is a phenomenon that has undergone many changes in recent decades and all these times these changes have affected the research conducted in this field. Today, marketing is not just a function in the organization or related to a specific unit in the organization, but the whole organization is related to the concept of marketing. Today, many of the marketing activities that normally need to be done in a marketing unit are distributed among the various functions of the organization, such as human resource management, sales, and product engineering. This approach has led to a new wave of marketing research, as well as technological changes such as the advent of the Internet and the Web in marketing research.