文章基本信息

标题：Networking in Marketing and Advertising Companies: A Soft System Methodology Approach
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作者：Behrouz Zarei ; Saeed Azizian ; Majid Shishehgar 等
期刊名称：The International Technology Management Review
电子版ISSN：1835-5269
出版年度：2014
卷号：4
期号：1
页码：42-57
DOI：10.2991/itmr.2014.4.1.4
语种：English
出版社：Atlantis Press
摘要：Nowadays, the quality and diversification of the services in Iranian marketing and advertising industry are growing. But, providing the customers with marketing and advertising services is still conducted using out-dated, complicated and time-consuming processes. So it seems that revising these processes is necessary. Soft system methodology (SSM) is an appropriate approach for studying complicated systems of human activities. This paper investigates the status quo of Iranian marketing and advertising industry, determines its disadvantages and defects, and proposes a new system that seems to be more efficient and effective, which brings numerous advantages to the users through changing the type of communications between the involved entities.
关键词：Specialized networking; Marketing and advertising; Business network; Soft system methodology (SSM).