Hashem Aghazadeh

• PhD
• Head of Department at University of Tehran

In this chapter, we explain different kinds of situation analysis which should be done for digital marketing management along with useful frameworks and principles that should be considered during the analysis. Next, we talk about various objectives of digital marketing which are considered as the basis of formulating strategies. Then, we discuss d...

This chapter will explore the functions of different martech tools in commonly used forms of digital marketing, such as digital service marketing, digital B2B marketing, digital relationship marketing, digital guerrilla marketing, innovative and entrepreneurial marketing, mobile marketing, database marketing, content marketing, social media marketi...

In this chapter, we will introduce some important emerging technologies which can be applied in marketing and can help gaining competitive advantage. Second, we will define marketing technology and describe its 4Ps as necessary elements which help marketing technologies to be realized practically. Then, we will relate marketing technologies with ma...

In this chapter, we will discuss different elements of digital marketing implementation, including tactics, actions, evaluation, correction and improvement.

The purpose of this chapter is to discuss marketing technologies that we introduced in Chapter 4 in more detail and give audiences an insight into the latest technologies that can be used in marketing.

In this chapter, first, we discuss digital marketing conceptualization including its definitions, pillars, requirements, functions, implications and platforms for developing digital marketing. Then, we explain digital marketing management, including digital marketing analysis; digital marketing strategy; digital marketing implementation; digital ma...

In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behav...

Purpose. This study has two main objectives. First, to examine the indirect effects of digital platform capability and digital resilience on DT outcomes for small-and medium-sized enterprises (SMEs), and second, to investigate how digital business model maturity influences these indirect effects. Methods. The study adopts a quantitative design an...

The interdisciplinary nature of buyer-supplier relationships, whose related concepts have been presented in studies with contributions from supply chain management, industrial marketing, and strategy, has hindered our knowledge of the factors involved in buyer-supplier relationships. Although these factors have been investigated with different appr...

The present study aims at reviewing and analyzing the evolution stages of buyer–supplier relationships and exploring the future of their relationships. Existing research on the stages of buyer–supplier relationship evolution was evaluated and analyzed using a systematic review method and thematic analysis. Moreover, semi-structured interviews were...

Given the agricultural potential of Iran on one hand, and the shortages in Russia's fruit and vegetable supply, along with its expanding vegetable market on the other, Russia has become a major market for Iranian exporters of fruits and vegetables. The aim of this study was to identify and rank strategies and tactics for the development of fruit an...

This study aims to investigate the buyer–supplier relationships considering a specific investment, opportunism, communication, brand and identity. With the focus on specific investment and opportunism, eight types of buyer–supplier relationships were identified. According to the five main concepts of research, two types of relationships were introd...

Purpose – The aim of the paper is twofold. First, it provides an inclusive categorical framework of internationalisation patterns for small- and medium-sized enterprises, and second, it presents unique evidence from a developing country and corroborates the proposed framework. Design/methodology/approach – A cross-sectional convergent mixed-method...

Purpose - The purpose of the present study is to investigate the antecedents of export performance and branding advantage, as a key type of competitive advantage in export markets among entrepreneurs and managers of Agri-food exporters. Design/ methodology/ approach - A sample of entrepreneurs from 182 exporting firms of the agriculture and food i...

Purpose This study aims to investigate the effects of adaptive selling, as a high-level individual-level marketing capability, institutional knowledge, international opportunity recognition and general innovation-orientation of managers on the international growth of Iranian small- and medium-sized enterprises. Also, drawing on strands of research...

Objective: Relationship quality is recognized as the key concept of buyer-supplier relationships in the supply chain. The purpose of this study is to review and analyze the buyer-supplier relationship quality and prioritize its components. Methods: Using a Meta-Synthesis Method, existing research on the buyer-supplier relationship quality from 1998...

Since born globals are important for the future of business and because the findings of previous studies are scattered, there is a need to develop an integrated conceptual models and comprehensive theoretical frameworks. Also, the necessity of investigating the research on born globals is mentioned in previous works. These problems in born global l...

If "business" is considered as a kind of repetitive economic activity such as production, buying and selling of goods and services with the intention of gaining economic benefits, then business analysis deals with the way of business formation, management, and development. This book is consisted of three sections: basics and applications of busines...

The main purpose of this study firstly is to investigate the relation between market orientations and business performance in the Iranian context and secondly, to propose an indigenous model that explains the enhancement of business performance through market-oriented value creation. Findings suggest that in Iran, this relation is significant but i...

Objective: The main concern of this paper is to present a customized method for diagnosing the strategic management status of a given company based on the gap analysis. Unlike the previous studies in organizational diagnosis (OD), current research specifically investigates the strategic management framework (SMF) within the public organizations. Me...

Nowadays, firms try to improve their performance by means of different factors. Among these components, market orientation with the two approaches of exploration and exploitation behaviors, has particular influence on different types of innovation and business performance. The purpose of this survey is to consider the effects of exploration and exp...

The hyper-function of marketology accomplishes business organizational design and behavior, business performance management, and business sustainable superior/competitive success. Business executives and analysts are supported by external and internal marketology to make effective market-related decisions and take efficient market-related actions....

Marketology organizational contribution (MOC) as a key component of marketology organizational architecture (MOA) and a consequential piece of the standard marketology canvas (SMC) is covered and explained practically in five sections: (1) Marketology organizational contribution (MOC), (2) Business-based contributions, (3) Marketology-based contrib...

The future of marketology is explored practically in five sections: (1) Future trends and priorities of business and technology; (2) Future big changes of modern business environment; (3) Future of marketology foundations; (4) Future of marketology functionalities; (5) Future of marketology: Cloud Marketology Canvas (CMC). In each section trends, e...

Marketology organizational behavior (MOB) as a key component of marketology organizational architecture (MOA) and managerial piece of standard marketology canvas (SMC) is covered and explained practically in six sections: (1) Business Analysis, (2) Stakeholder Analysis, (3) Governance, (4) Strategy, (5) Value, and (6) Performance. These sections im...

Marketology organizational design as a key component of marketology organizational architecture and contextual piece of the standard marketology canvas is covered and explained in practical terms across eight sections: (1) Structure, (2) Culture, (3) People, (4) Process, (5) Asset, (6) Technology, (7) Innovation, and (8) Communication. These sectio...

In the Handbook of Marketology (HOM), the foundations (volume 1) and practices (volume 2) of marketology have been reviewed and explored in a comprehensive and integrative manner. The key subjects and issues of Principles of Marketology, Volume 1: Theory are practiced using Marketology in Practice (MIP). The key subjects and issues of Principles of...

Businesses today operate in a more complex and turbulent environment and face intense competition. To be successful, businesses must intelligently understand and deal with their changing environment and market. In this book, Hashem Aghazadeh introduces marketology as a market-related system that enables businesses to achieve competitive success thr...

This paper aims at investigating customers' reactions to discounts as service recovery offered in context of an online store. It argues that customers prefer dollar-off discounts to percentage-off discounts. The present research also argues that for discounts on price of one item out of several items, customers evaluate dollar-off discounts more po...

Ambidexterity is one of the strategies used by dynamic businesses to give a suitable response to the current high competitive business environment. It can be investigated in different dimensions such as market orientation and innovation as the two necessary key success factors in a firm. The strategy of using both exploration and exploitation dimen...

According to the World Trade Organization, the food industry in Iran has many challenges in recent years. In this dynamic era, some key factors such as market orientation, innovation and ambidexterity have important effects on firm performance. In order to investigate these factors, the purpose of this survey is to consider the effects of market or...

"Marketology brings forth a new approach to teaching Marketing as a discipline. This is a textbook dedicated to marketing applications and recognizing marketing oriented business activities. In doing so the author takes advantage of a uniquely vast and diverse work experience. If you truly want to explode your business make this a must read. Rememb...

For firms that want to survive and succeed in today’s violently competitive business environment, the proven rule of the game is to satisfy their key stakeholders by providing sustainable and superior value in the long term. This reality of business competition compels some companies to think and act more intelligently and proactively than they did...

Every business always looks for sustainable success (either survival, growth, profitability, or a combination). An enterprise that does its business in a competitive business environment and market should constantly be able to create and deliver superior value to the key stakeholders (particularly key customers). For this purpose the executives of...

In the age of drastic changes organizations need sustainable competitive advantage to cope with changes and to succeed. They can create, sustain and use competitive advantage through strategic management. Organizations can formulate strategies that their implementation results in sustainable competitive advantage. Marketing strategies seem to be an...

In this paper, we investigate the effectiveness of sport sponsorship among soccer fans in Iran. The effects of sport sponsorship through team attachment were evaluated on brand awareness, corporate image, purchase intent and loyalty. Confirmatory factor analysis was conducted to examine goodness of fit of the measurement model for the research cons...

In this paper, we investigate the effectiveness of sport sponsorship among soccer fans in Iran. The effects of sport sponsorship through team attachment were evaluated on brand awareness, corporate image, purchase intent and loyalty. Confirmatory factor analysis was conducted to examine goodness of fit of the measurement model for the research cons...

Purpose – Preparing and presenting proper marketing programs are of paramount importance in establishing and developing sport activities in any country. The reasons behind the apparent lack of such programs in Iran are not the result of unwillingness of sport institutions to adopt these programs but are mainly because of numerous barriers and probl...

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitiv...

The use of the Internet has become increasingly popular in recent years. Companies employ the World Wide Web to gather and disseminate information to and from actual and potential customers, which makes this belief that Internet Technology may serve as a strategic tool. It has a potential effect on any of Porter's competitive strategies. The academ...