A FRAMEWORK FOR E-MARKETING IMPLEMENTATION BY INTERPRETIVE APPROACH IN BEVERAGE INDUSTRY

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MANIYAN A.; RUNAGHI M.H.; SUHRABI B.; MOHAMADIYAN M.; AMIRI M.

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Paper Information

Journal: JOURNAL OF THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES Year:2015 | Volume:7 | Issue:14 Page(s): 135-153

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Title

A FRAMEWORK FOR E-MARKETING IMPLEMENTATION BY INTERPRETIVE APPROACH IN BEVERAGE INDUSTRY

Author(s)

Keywords

EQ2

MARKETINGQ2

IMPLEMENTATIONQ2

DELPHI METHODQ1

SOFT SYSTEMS METHODOLOGYQ2

BEVERAGE INDUSTRYQ2

Abstract

E-Marketing is the concentration of all efforts in terms of adapting and developing MARKETING strategies into the virtual spaces: web, social media and other online tools and resources. It includes both direct response MARKETING and indirect MARKETING elements and uses a range of technologies to help connect businesses to their customers. The successful IMPLEMENTATION of MARKETING plans can bring about important benefits to a company. E-marketing can be an effective way to achieve some of main goals such as brand awareness and communication. This research aims to design an e-marketing framework in BEVERAGE INDUSTRY by using mixed method. Step 1, evaluate interpretation of experts by DELPHI METHOD. Experts were chosen from two types of statistical population: academic faculty members and managers who work on beverage and soft drinks industry in Iran. Step 2, SOFT SYSTEMS METHODOLOGY was used for creating mixed framework in BEVERAGE INDUSTRY. Step 3, Created framework was applied in a soft drinks and non-alcoholic beers company in Iran; to evaluate the results a descriptive survey was applied. The results reveal Business strategies, E-marketing planning and consumers’ interpretation are the main criteria in E-marketing IMPLEMENTATION. At the end the research results demonstrate a comprehensive framework for e-marketing in BEVERAGE INDUSTRY.

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