منابع
بهبودی، امید؛ غفوریان شاگردی، امیر و علیمیرزایی، هادی (1402). از مولفه‌های نگرشی تا تمایل به خرید؛ بررسی نقش آمیخته بازاریابی، مسئولیت اجتماعی و کیفیت ادراک‌شده؛ رویکردی به بازاریابی سبز (مورد مطالعه: مشتریان محصولات ارگانیک). مطالعات رفتار مصرف‌کننده، 10(1)، 112-91.
حسیبی، شهاب و شجاعی، وحید (1399). تحلیل استراتژیک بازاریابی ترکیبی گردشگری ورزشی مازندران با رویکرد 7نقطه‌ای. تحقیقات کاربردی در علوم جغرافیایی. 57 (4)، 169-186.
رحیم‌نیا، فریبرز؛ قناعت، نگار و کفاشپور، آذر (1401). تاثیر نقش میانجی‌گری تصویر احساسی و عملکردی برند بر روابط بین محتوای تبلیغات و پیشبرد فروش رسانه‌های اجتماعی و قصد رفتاری مصرف‌کنندگان. مطالعات رفتار مصرف‌کننده، 9 (4)، 173-191.
رحیمی، حسین؛ عزیزی، فاطمه؛ یحیوی، مجید و قشلاقی، قاسم (1398). بررسی تأثیر بازاریابی اخلاقی و ایجاد اعتماد بر رفتار خرید مشتریان (مطالعه موردی: مشتریان کارخانه آرتاویل تایر اردبیل). صنعت لاستیک ایران، 12(4)، 71-61.
رستگاری‌پور، فاطمه؛ کرباسی، علیرضا؛ پیرملک، فاطمه و قربانی، محمد (1398). توسعه استراتژی‌های بازاریابی استراتژیک (11 Ps) زعفران با رویکرد تحلیل عوامل استراتژیک. تحقیقات زعفران، 7(2)، 325-342.
رضوانی، مهران و مهرنیا، سیران (1393). مدل‌سازی ارزش ویژه برند مشتری‌محور براساس عناصر تبلیغاتی ترکیبی (مطالعه موردی: شرکت‌های لبنی فعال در بازار تهران). مطالعات رفتار مصرف‌کننده، 1 (1)، 17-31.
گرانمایه، مریم و گرانمایه، مرضیه (1398). بررسی و ارزیابی عوامل موثر بر جذب منابع با استفاده از عناصر آمیخته بازاریابی در بانک صادرات ایران. مدیریت بازاریابی، 14 (44)، 95-111.
محقق‌منتظری، مهیار؛ اکبری، محسن و ابراهیم‌پورازبری، مصطفی (1400). طراحی مدل صمیمیت مشتری در خدمات بیمه: رویکرد تئوری پایه. مطالعات رفتار مصرف‌کننده، 8(2)، 1-31.
محمدشفیعی، مجید؛ رحمت‌آبادی، یزدان و سلیمان‌زاده، امید (1398). تأثیر ارتباطات بازاریابی شبکه های اجتماعی بر ارزش ویژه برند، ارزش ویژه روابط و پاسخ‌‌های مشتری. مطالعات رفتار مصرف‌کننده، 6(1)، 105-124.
وفایی، فرهاد و نصیری، سمیه (1399). تعیین استراتژی بازاریابی بهینه با استفاده از تکنیک‌های ANP و TOPSIS در صنعت هتلداری. مطالعات رفتار مصرف‌کننده، 7(2)، 134-155.
References
Ateba, B. B., Maredza, A., Ohei, K., Deka, P., & Schutte, D. (2015). Marketing mix: it’s role in customer satisfaction in the South African banking retailing. Banks & bank systems, (10, Iss. 1), 83-91.
Bazhan, M., Kalantari, N., Keshavarz-Mohammadi, N., Hosseini, H., Eini-Zinab, H., & Alavi-Majd, H. (2018). Applying social marketing mix to identify consumers’ preferences towards functional dairy products in Iran. Nutrition & food science, 48(1), 45-60.
Behboudi, O., Ghafourian Shagerdi, A., & Alimirzaee, H. (2023). from attitudinal components to the desire to buy; Examining the combined role of marketing, social responsibility and perceived quality; An Approach to Green Marketing (Case Study: Customers of Organic Products), Consumer Behavior Studies, 10(1), 91-112. (In Persian)
Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of retailing and consumer services, 55, 102113.
Efanny, W., Haryanto, J., Kashif, M., & Widyanto, H. A. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal, 12(1), 192-208.
Ellram, L. M., & Murfield, M. L. U. (2019). Supply chain management in industrial marketing–Relationships matter. Industrial Marketing Management, 79, 36-45.
Ghannad, N .(2011). Marketing mix in banking in the time of a global financial crisis, Master Dissertation in International Marketing, Halmstad University, School of Business and Engineering.
Ghosh, D. P. (2019). B2B social media marketing mix optimization model: A case study of a SME in corporate training services. Journal of Advance Research in Business Management and Accounting, 5(5), 20-33.
Granmayeh, M., & Granmayeh, M. (2019). Investigation and evaluation of effective factors on resource absorption using marketing mix elements in Bank Saderat Iran. Marketing Management . 14 (44), 95-111. (In Persian)
Hasebi, S., & Shojaei, V. (2020). Strategic analysis of mixed marketing of Mazandaran sports tourism with a 7-point approach. Applied research in geographical sciences. 57 (4), 169-186. (In Persian)
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), 317-339.
Kwon, C. K. (2011, March). A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysia. Conference Master Resources.
Lacka, E., Chan, H. K., & Wang, X. (2020). Technological advancements and B2B international trade: A bibliometric analysis and review of industrial marketing research. Industrial Marketing Management, 88, 1-11.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of advertising, 44(1), 37-46.
Martínez-López, F. J., Merigó, J. M., Gázquez-Abad, J. C., & Ruiz-Real, J. L. (2020). Industrial marketing management: Bibliometric overview since its foundation. Industrial Marketing Management, 84, 19-38.
Massicotte, S., & Henri, J. F. (2021). The use of management accounting information by boards of directors to oversee strategy implementation. The British Accounting Review, 53(3), 100953.
Miao, C. F., & Evans, K. R. (2014). Motivating industrial salesforce with sales control systems: An interactive perspective. Journal of Business Research, 67(6), 1233-1242.
Miao, C. F., & Wang, G. (2016). The differential effects of functional vis-à-vis relational customer orientation on salesperson creativity. Journal of Business Research, 69(12), 6021-6030.
Mohaghegh Montazeri, M., Akbari, M., & Ebrahimpour Azbari, M. (2021). Designing a Model of Customer Intimacy in Insurance Services: A Grounded Theory Approach. Consumer Behavior Studies Journal, 8(2), 1-31. (In Persian)
Mohammad shafiee, M., Rahmatabadi, Y., & Soleymanzadeh, O. (2019). The impact of social networks marketing communication on brand equity, relationship equity and customer responses. Consumer Behavior Studies Journal, 6(1), 105-124. (In Persian)
Muchiri, M. N. (2016). The effectiveness of marketing mix strategies on performance of Kenol Kobil limited. Research Project of The Requirement for The Award of The Degree of Master of Business Administration, School of Business, University of Nairobi, 1-44.
Nenonen, S., Storbacka, K., & Frethey-Bentham, C. (2019). Is your industrial marketing work working? Developing a composite index of market change. Industrial Marketing Management, 80, 251-265.
Niazi, N., Rashid, M., & Shamugia, Z. (2021). Role of marketing mix (4ps) in building brand equity: Case study of Shell Petrol, UK. International Journal of Applied Business and Management Studies, 6(1), 2021.
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal, 25(2), 157-165.
Purnomo, M. R. A., Anugerah, A. R., Azzam, A., Khasanah, A. U., & Alfareza, M. N. (2021). RFM-BASED CUSTOMERS CLUSTERING FOR PRECISE INDUSTRIAL MARKETING STRATEGY FORMULATION. Journal of Advanced Manufacturing Technology (JAMT), 15(1).
Rahimi, H., Azizi, F., Yahyawi, M., & Gheshlaghi, Q. (2019). Investigating the effect of ethical marketing and confidence building on customers' buying behavior (Case study: Customers of Artavil Tire Ardabil factory). Iranian rubber industry. 12 (4), 61-71. (In Persian)
Rahimnia, F., Ghenaat, N., & Kafashpour, A. (2022), The effect of the mediating role of emotional and functional brand image on the relationships between advertising content and social media sales promotion and consumers' behavioral intention, Consumer Behavior Studies, 9 (1), 173-191. (In Persian)
Rastegaripour, F., Karbasi, A., Pirmalek, F., & Ghorbani, M. (2019). Development of Strategic Marketing Strategies (11 Ps) of Saffron with Strategic Factors Analysis Approach. Saffron Research. 7(2), 325-342. (In Persian)
Rezvani, M., & Mehrnia, S. (2014). Customer-centered brand equity modeling based on mixed promotion elements (Case study: Dairy companies operating in the Tehran market. Consumer Behavior Studies, 1 (1), 17-31. (In Persian)
Salo, J. (2017). Social media research in the industrial marketing field: Review of literature and future research directions. Industrial Marketing Management, 66, 115-129.
Sarmad Saeedi, S., & Abdollahi Bajestani, A. (2015). Identification and Prioritization of Integrated Marketing Communication Tools (IMC) in Food Industry Using AHP-FUZZY Technique (Dina Food Industries), Marketing Management, Volume 10, Number 29; From page 85 to page 100.
Strauss, A., & Corbin, J. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory (2nd ed.). Sage Publications, Inc., 89-90
Thanabordeekij, P., & Syers, K. (2020). The effect of marketing mix factors and brand image toward customer satisfaction and customer loyalty of liquefied petroleum gas for household use in Thailand. Journal of ASEAN PLUS Studies, 1(1), 35-43.
Vafaie, F., & Nasiri, S. (2020). Determine the Optimal Marketing Strategy Using the ANP and TOPSIS Techniques in the Hotel Industry. Consumer Behavior Studies Journal, 7(2), 134-155. (In Persian)
Wieland, J. (2018). SME Marketing mix standardization in the B2B market. Journal of Management Policy and Practice, 19(1), 45-55.
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research, 28(1), 74-104.
Zablah, A. R., Franke, G. R., Brown, T. J., & Bartholomew, D. E. (2012). How and when does customer orientation influence frontline employee job outcomes? A meta-analytic evaluation. Journal of Marketing, 76(3), 21-40.
)