CONCEPTUALIZING MARKETING MANAGEMENT PROCESS IN KNOWLEDGE BASED BUSINESSES: THE CASE OF THE ARAK SCIENCE AND TECHNOLOGY PARK

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GOLABI AMIR MOHAMMAD; MEHRABI ROSA; REZVANI MEHRAN

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Journal: Journal of New Economy and Trade Year:2010 | Volume:6 | Issue:21-22 Page(s): 77-98

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Title

CONCEPTUALIZING MARKETING MANAGEMENT PROCESS IN KNOWLEDGE BASED BUSINESSES: THE CASE OF THE ARAK SCIENCE AND TECHNOLOGY PARK

Author(s)

GOLABI AMIR MOHAMMAD | MEHRABI ROSA | REZVANI MEHRAN | Issue Writer Certificate

Keywords

KNOWLEDGE BASE BUSINESSQ3

MARKETING MANAGEMENT PROCESSINGQ3

SCIENCE AND TECHNOLOGY PARKQ3

Abstract

Research on knowledge-based businesses is proliferating in today’s competitive economy. Nowadays, it is extremely obvious that marketing management process is significantly affecting management of knowledge based businesses. However, there is a lack of academic research in this field and the current relevant literature is quite poor. This paper aims to conceptualize the marketing management process of knowledge-based businesses in the Arak SCIENCE AND TECHNOLOGY PARK. To this end, the qualitative approach, and particularly, the strategy of mixed case study is adopted. First a purposive (criterion-based) sampling method is selected and then in-depth semi-structured interview is performed through putting open question to ten owner/managers/entrepreneurs in the Arak SCIENCE AND TECHNOLOGY PARK. Findings of the study show that marketing management process in knowledge-based businesses is implemented in the seven successive phases as follows: identifying and understanding the customers' needs; developing products, services and processes to fulfill customers' needs; effective penetration pricing of products and services; identifying competitors; localizing and facilitating the customers' access to products and services; ensuring customers' satisfaction during and after the exchange process and finally establishing long term relationships with customers.

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APA: Copy

GOLABI, AMIR MOHAMMAD, MEHRABI, ROSA, & REZVANI, MEHRAN. (2010). CONCEPTUALIZING MARKETING MANAGEMENT PROCESS IN KNOWLEDGE BASED BUSINESSES: THE CASE OF THE ARAK SCIENCE AND TECHNOLOGY PARK. JOURNAL OF NEW ECONOMY & COMMERCE, 6(21-22), 77-98. SID. https://sid.ir/paper/118651/en

Vancouver: Copy

GOLABI AMIR MOHAMMAD, MEHRABI ROSA, REZVANI MEHRAN. CONCEPTUALIZING MARKETING MANAGEMENT PROCESS IN KNOWLEDGE BASED BUSINESSES: THE CASE OF THE ARAK SCIENCE AND TECHNOLOGY PARK. JOURNAL OF NEW ECONOMY & COMMERCE[Internet]. 2010;6(21-22):77-98. Available from: https://sid.ir/paper/118651/en

IEEE: Copy

AMIR MOHAMMAD GOLABI, ROSA MEHRABI, and MEHRAN REZVANI, “CONCEPTUALIZING MARKETING MANAGEMENT PROCESS IN KNOWLEDGE BASED BUSINESSES: THE CASE OF THE ARAK SCIENCE AND TECHNOLOGY PARK,” JOURNAL OF NEW ECONOMY & COMMERCE, vol. 6, no. 21-22, pp. 77–98, 2010, [Online]. Available: https://sid.ir/paper/118651/en

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