Providing a Model of Marketing Capabilities with an Emphasis on Effectiveness and Communication

The main purpose of the research is to provide a model of marketing capabilities with an emphasis on effectiveness and communication.

This research is an exploratory research that is applied in terms of its purpose and descriptivesurvey and field type in terms of its nature. The theoretical foundations of the research were obtained with the help of semi-structured interviews and questionnaires. The qualitative statistical population of this research was the experts and professors and strategic managers of Iran's National Drilling Company. 10 people were randomly selected. In order to extract the paradigm model of marketing capabilities with emphasis on effectiveness and communication, in the first step, the concepts obtained from the interviews and document review were extracted and recoded. This work was done by naming and categorizing the phenomena through a detailed examination of the extracted data. In the qualitative analysis, the interviews conducted through open coding and axial coding of categories were done, which led to the identification of the concepts and dimensions of the capability model. Marketing with an emphasis on effectiveness and communication.

The results of the research showed that the dimensions of the marketing capabilities model with an emphasis on effectiveness and communication include strategic capabilities, operational capabilities, practical capabilities, internal capabilities of the company, and external capabilities and communications.

Therefore, it is suggested that access to the customer according to the conditions, ability of external knowledge, knowledge of customers, ability to connect to the customer, technical knowledge and strengthening and increasing the skills of human resources and human capital in National Iranian Drilling Company