1 دانشیار دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران
2 دانش آموخته دکتری مدیریت بازاریابی بین الملل دانشگاه تربیت مدرس، تهران
3 استادیار دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس، تهران
عنوان مقاله [English]
Marketing excellence is a comprehensive framework of core values and criteria in all aspects of marketing, which can assist the managers to evaluate the activities, procedures, processes and results in order to identify the strengths and areas of improvement and improve the organizations in such areas.
In spite of implementing the concept of marketing excellence and existence of too many awards in national and organizational levels in the world, there is no evidence of scientific model and study in this area.
The aim of this study is designing the marketing excellence model in Iranian manufacturing company, through which the core values and criteria in marketing area will be identified.
According to the results of data analysis, the core values of marketing excellence were marketing orientation, social and ethical responsibility, marketing productivity, learning and continuous improvement and focusing on the results and adding value. The criteria of marketing excellence model were market-oriented leadership, defining & understanding the markets, marketing strategy, marketing infrastructures, marketing mix and marketing results. Also the sub-criteria and the conceptual relations between the enablers and the results were identified.