The purpose of this study is to investigate the impact of entrepreneurial marketing on marketing capabilities and market performance of business-driven businesses. The present study is a descriptive-correlational study in terms of head, functional and in terms of research design. The data gathering tool was a questionnaire. The statistical population of this study was marketing managers and marketing experts in a large software company with 128 people in the Tehran city, and the sample size was determined by simple random sampling method to ensure the return of the number of 100 respondents was completed. Finally, 98 questionnaires were collected and entered into the analysis stage. Data analysis was performed using structural equation modeling method using SmartPLS3 software to verifiable factor analysis and test the hypotheses and measure the relationships between variables. The results of this study showed that entrepreneurial marketing has a significant effect on marketing capabilities and market performance of project-based businesses. On the other hand, marketing capabilities also have a significant impact on the market performance of these project-based businesses.

The main purpose of this study is to build a model for structural relations of Knowledge-Based Marketing concept with regard to the Marketing Learning Orientation within corporate business & mediating role of Knowledge Management & Marketing Data Mining. Therefore, Pegah Company Limited in diary industry has been selected as studied case & data collection. According to the methodology, the study is a descriptive- survey research & based on exploratory survey methods. The required data has been collected through questionnaires based on factor analysis. In scale development, the literature & models of various studies has been considered, & then questions & factors has been set, validated, verified & distributed. Validity of considered factors has been approved by the experts & constructs validity as well as factor analysis & KMO indicator. Reliability is also measures & approved by Cronbach alpha.By using statistical software, the proposed model has been approved by the findings of research. This means that the variables have been good explanatory Marketing Learning Orientation, Knowledge-Based Marketing, Knowledge Management & Marketing Data Mining & hypothesized relationships in the model have been significantly confirmed. Other results represent the rating dimensions, proposed indicators, & fitness of the model in the studied case.

In the era of digital transformation, Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry. this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. This study aims to identify and present a comprehensive model of data driven marketing in smart tourism. This study is conducted by Meta-synthesis approach. After performing CASP analysis, eventually,47 papers are investigated. we identified and prioritized the consequences, challenges, prerequisites and Dimensions of data driven marketing in smart tourism. After investigating the articles, we identified and prioritized the consequences of BD in 7 major Category including: 1-process 2-people 3-product 4-physical evidence 5-promotion 6-place 7-price. This research has contributed to the expansion of the research literature`s knowledge body and can provide researchers and marketing managers with a through understanding of tourism and hospitality in the field of data-driven marketing. Introduction The epistemology of the literature on big data in hospitality and tourism operations provides enormous opportunities and has dynamically revolutionized this discipline, attracting attention from academics. In view of emergency events, such as the current COVID-19 pandemic, tourism and hospitality scholars across different disciplines have highlighted the role of big data trends in improving the quality of marketing strategies. For example, Iorio et al. (2020) asserted that big data can be a useful source of information that can not only interpret unstructured data through the knowledge discovery process but also predict tourists’ behaviour when facing requirements that are changeable. Gallego and Font (2020) asserted that managers might use big data to detect the reactivation of visitors to develop targeted marketing strategies and diminish the effects of the COVID-19 pandemic. Therefore, big data analysis provides a better understanding of the social change in present and future issues and value creation by comparing cross-sectional data in diverse areas. Materials and Methods This research used the meta-synthesis method to synthesize previous qualitative studies. In this study, the seven-step meta synthesis method established by Sandelowski and Barroso was used, and thematic analysis was used to analyze the sample texts in the meta-synthesis method. Discussion and Results we identified and prioritized the consequences of BD in 7 major Category including: 1-process 2-people 3-product 4-physical evidence 5-promotion 6-place 7-price. And Challenges of BD in 4 Category including: 1- Ethical and privacy issues 2- Management and financial issues 3- Technological, human and organizational challenges 4- Data reliability and data access Conclusions On the demand side, there has been a massive transformation in consumer behaviour. Consumers have become more experienced, independent and irrational due to changes in their values, lifestyles and demographic patterns. This has forced the supply side to shift from mass marketing to personalized marketing through the rules of market segmentation. The production process has also become more consumer centric. Furthermore, as a sign of a new era in ICTs, concepts such as big data, IoT and AI have recently gained significant importance in many sectors because the developments in ICTs have accelerated worldwide. Tourism is one of the important fields that use these concepts and will also be influenced to a great extent. Such changes will occur in the “P”s of tourism and hospitality marketing on the supply side and consumer behaviour on the demand side. As for the retransformation of tourism and hospitality marketing, new forms of “P”s can be explained as below: First, tourism products and services will be redesigned with the help of ICTs. Products and services will become more destination-oriented and smart destinations will be the core of tourism products and services. Second, the ability to use information technology and develop more technology-oriented products and services will be an indicator of pricing and value. Third, the place where all purchasing and transactions to be handled will become much more virtual. Finally, the promotion will also be more virtual-centric, where consumer decision-making can be influenced by the experience of other consumer peers and more personalized communication channels will be part of online or virtual marketing.

Introduction: Nowadays, technology is turning into one of the most important factors leading to international competition in the sports industry. Currently, the sports industry is increasingly in need of technology in all its fields to facilitate proper performance. Methods: The present study is aimed to Developing a Comprehensive Model of Marketing of Recreational Sports, a Technology-Based Approach. Data were collected through semistructured interviews using a qualitative method. The content analysis method was used in order to analyze the data (Brown and Clark, 2006). Results: The findings showed that the marketing activities of Technology-Based Recreational Sports can be divided into nine stages based on different dimensions of marketing: marketorientation, market measurement, market-study, market-making, market-search, marketholding, market-warming, market-touring and market-handling, and according to the activities required in each dimension, provided the basis for the development of Technology-Based recreational sports in the country. Conclusion: According to the results of this research, the marketing path of developing Technology-Based recreational sports begins with market-orientation. This theme acts as a prerequisite for the other two dimensions of marketing of Technology-Based recreational sports, namely market-study and market measurement, and if we pay attention to these three dimensions, we enter the market-making stage, which itself acts as a prerequisite for other dimensions of market-search, market-holding and market-warming. According to the results of this study, if we can successfully pass these steps, we can benefit from the development of Technology-Based recreational sports in the field of market-touring and market-handling and enter international market.

With the advent of Covid 19, the world entered a new arena of interaction and the world needed a new kind of relationship. These relationships were based on the virtual world, all sectors of the economy, including,It transformed the market for agricultural products. Now the main question is what scenarios we will face in the post-corona era to maintain and develop these developments. Therefore, the aim of the present study was to investigate the future of digital marketing of agricultural products in the post-crown period in the geographical area of Kermanshah province in 1399-1400. The study population was all stakeholders and digital marketing activists of agricultural products in Kermanshah province, 29 of whom were selected using criterion-based sampling. For this purpose, four phases and integrated method (qualitative-quantitative) were used. In the first phase, using content analysis method, the key factors affecting the future of digital marketing of agricultural products in the post-era period were identified. The product of this step was 21 key concepts. In the next step, using the fuzzy Delphi method, the most important influencing factors were identified (14 influential factors). These factors are: 1-Training and improving the digital marketing environment 2-Guaranteeing the quality and originality of the product 3-Providing the necessary facilities and infrastructure 4-Developing legal frameworks 5-Customer orientation 6-Transparency and honesty in advertising 7-Internet Filtering Limitations 8-Government Financial Support for Internet Businesses 9-Improving Product Packaging Standards 10-Creating a Culture of Online Shopping 11-Providing Necessary Internet Platforms 12-Creativity in Product Production Chain 13-Building Trust in How to Pay 14. Studies have shown that the factor of training and improving the digital marketing environment is recognized as the most effective potential factor, both directly and indirectly, and the payment factor is recognized as the most potentially dependent factor, both directly and indirectly. Appropriate and effective content and advertising channel. In the third stage, using Mic Mac software, the most important factors influencing the scenario were identified, and in the final stage, four scenarios were achieved using Senario Wizad software: called development and prosperity scenario, decline period or Death, pre-operational and software period, immaturity and hardware period. According to the research findings, it is suggested to planners and relevant officials to pay serious attention to the components: education and improvement of digital space, infrastructure and facilities, development of laws and frameworks, Internet platform and guaranteeing the quality and originality of the product.

Problem-based learning (PBL) is a pedagogical approach to enhance students' knowledge and skills. Learners face real-world problems and tasks in this approach, necessitating critical thinking, problem-solving, collaboration, and creativity. The significance of PBL lies in its ability to enhance practical skills, bridge the gap between theoretical knowledge and practical applications, promote collaboration and interpersonal interactions, and stimulate creativity in addressing complex issues and developing innovative solutions. Given the importance of this approach and the objectives of governance schools in developed countries to elevate the skills of students and governors in bridging the gap between theoretical knowledge and practical experience, this study employs a comparative case study strategy to examine governance schools globally. Based on this analysis, the methods employed by these schools in integrating PBL principles to strengthen public governors' cognitive (conceptual), interpersonal, and technical skills to address public issues are outlined.

Nowadays, social networks play a remarkable role in human societies. Instagram, as one of the most influential platforms, along with other functions, has become a place for the marketing and advertising of economic undertakings. Advertisements on Instagram are different from other forms of advertising. The market-driven nature of this network will create many legal challenges in the relationship between professions and consumers. Goods (such as medicines and herbal medicines) and health services (such as medicine, dentistry, and pharmacy) are related to the health of consumers. It is evident that any negligence on the part of the profession can cause serious harm to consumer’ s physical and mental health. This article assesses the evolution of the relationship between the professional and the consumers. It discusses the ethics of Instagram marketing and health problem, along with reviewing the legal protection of consumer’ s health in the-related goods and services using an analytical-descriptive method. The results of this paper show that violating consumer rights on Instagram can lead to four types of liability (criminal, legal, disciplinary, and ethical) for the offenders. In this way, the support of the legislator and the responsible authorities is essential for increasing the quality of this protection.