文章基本信息

标题：Identification and Ranking of Intelligent Marketing Factors Influential on Improved Sales with the Help of AHP Technique (Case Study: Clothing Supply Guild Units in the City of Tehran)
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作者：Simin Sari ; Abdollah Naami ; Kiamars Fathi 等
期刊名称：Journal of Current Research in Science
印刷版ISSN：2322-5009
出版年度：2016
卷号：4
期号：Special 2
页码：172-482
出版社：Islamic press
摘要：Intelligent marketing is a special kind of marketing with increased focus on industrial and consumer markets which seeks competitiveness with regards to marketing mix and endeavors to dynamically analyze its changes correspondingly. Therefore, intelligent marketing pursues outlooks, beliefs behaviors and needs of customers which themselves will have considerable effect on improving sales. Consequently, this research was performed regarding decision making about selection of elements of intelligent marketing effective on improved sales and determination of relative priority of each which in fact, forms the main focus of this study. This research purpose wise was applied and its design was descriptive. Evaluation of factors influential on intelligent marketing effective on improved sales and their ranking can help managers and those in charge by presenting best sales strategies. After study of literature and present research in the context of intelligent marketing and decision making techniques as well as interviewing specialists, ultimately with analysis of the aforementioned, final criteria including managerial, individual, cultural and structural factors were identified and questionnaire was designed which included tables of coupled comparisons of the criteria and data obtained was analyzed with the purpose of ranking criteria and sub criteria using analytic hierarchal processing (AHP). Results of evaluations and statistical analyses based on the AHP technique also showed that from among the research variables, structural factors were ranked highest, personal factors second and cultural and managerial factors were located in the next positions of importance. Additionally, results of prioritization of constituents of this research show that the three factors of outlook and belief, price and purchase behavior acquired the highest ranks and were prioritized highest and had the most importance for the respondents.
关键词：Intelligent Marketing; Improved Sale; Analytic Hierarchal Processing; Guild Units; Ranking