SPECIFY A MODEL FOR SUCCESSFULL IMPLENENTATION of A MARKETING STRATEGY
Subject Areas :
Ahmad
taheri
1
mohammad mehdi
parhizgar
2
Keywords: Strategic management marketing strategy strategy successful factors Delphi method,
Abstract :
: Since the companies and organizations paid huge costs on making a strategy, it considered as an important subject in this field. However, proper strategies were offered, main part of the them were unsuccessful and the costs of compilation and implementation were wasted. Developing a strategy alone is not enough. effective implementation of a strategy is more important. Today many business sector enterprises have failed to implement right strategies. First we review definition of strategic management and marketing strategy. then , reviewed the role of strategy in vital decision on organizations . Purposive sampling was used to selected 22 senior bankers of Bushehr State commercial banks. It followed by determining an expert group and extracting the elements and effective factors to implementing the marketing strategy in commercial banks. structured questionnaire was applied to gathering data. Finally, we conclude a model that describe factors affecting on marketing strategy implementation successful . The purpose of this study is finding factors that have positive effects on successful implementation of marketing strategy . we recognized Delphi method is proper for this work. Delphi technic is a quantitative method to reach experts idea that lead our to recognize affecting factors they had positive effects on marketing strategy successful .This work important because a lot of money expensed to formulate strategies and mostly are failed. Our final conclusion that 13 factors affected a marketing strategy . actually these 13 factors selected by banking experts among many proposed factors.
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