نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران.
2 گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
3 گروه مدیریت دولتی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران.
4 گروه مدیریت بازرگانی، واحد کیش، دانشگاه آزاد اسلامی، کیش، ایران.
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
The purpose of this study is to design an event marketing model for knowledge-based companies in the steel industry. In terms of its objective, this research is applied-developmental, and in terms of execution, it is qualitative. The statistical population of this study comprises 15 academic experts, managers, and representatives of knowledge-based companies in the steel industry, selected using purposive sampling. Data collection was carried out through semi-structured interviews. To analyze the findings, thematic analysis and MAXQDA software were utilized. The findings indicate that the event marketing model for knowledge-based companies in the steel industry consists of six main dimensions: event entry goal-setting, integrated marketing communications, interactive content design, marketing value creation, post-event knowledge management, and marketing performance. Overall, the findings demonstrate that success in event marketing within the steel industry is the result of a systematic interaction among precise goal-setting, integrated communications, interactive content, effective knowledge management, and continuous value creation, which ultimately leads to improved marketing performance.
کلیدواژه‌ها English
