بازاریابی چریکی                                                                                                                                34
اصول بازاریابی چریکی                                                                                                                      35
بازاریابی رابطه مند                                                                                                                             36
بازاریابی اجتماعی                                                                                                                              38
بازاریابی چند سطحی                                                                                                                           38
استراتژی های بازاریابی                                                                                                                        38
انواع استراتژی های بازاریابی                                                                                                                39
آمیخته بازاریابی                                                                                                                                 41
مدل 7s مکنزی                                                                                                                                 47
پیشینه تحقیق                                                                                                                                     54
شرکت صبا ویژن                                                                                                                               58
مدل مفهومی تحقیق                                                                                                                             59
فصل سوم: روش‌شناسی تحقیق                                                                                                               60
مقدمه                                                                                                                                             61

روش تحقیق                                                                                                                                     61
ویژگی روش توصیفی                                                                                                                         62
گام‌های تحقیق                                                                                                                                  63
جامعه آماری                                                                                                                                    63
جامعه آماری مورد بررسی                                                                                                                     64
ابزار گردآوری داده ها                                                                                                                          64
روایی و پایایی                                                                                                                                  66
آزمون روایی                                                                                                                                     66
آزمون پایایی                                                                                                                                     67
روش آماری تجزیه و تحلیل داده ها                                                                                                         68
فصل چهارم: تجزیه و تحلیل داده‌های تحقیق                                                                                              69
مقدمه                                                                                                                                             70
توصیف دموگرافیک نمونه های تحقیق                                                                                                      71
جنسیت پاسخ دهندگان                                                                                                                        71
سن پاسخگویان                                                                                                                                 72
سطح تحصیلات پاسخگویان                                                                                                                  73
سابقه کاری                                                                                                                                      74
تحلیل داده‌های کمی تحقیق                                                                                                                  75
توزیع فراوانی نمونه ها                                                                                                                        76

یک مطلب دیگر :

رتبه بندی عوامل تاثیرگذار                                                                                                                   77
فصل پنجم: نتیجه گیری و پیشنهادات                                                                                                       80
مقدمه                                                                                                                                             81
یافته های مربوط به تجزیه و تحلیل پرسشنامه با استفاده از آزمون میانگین                                                            81
فرضیه اصلی پژوهش                                                                                                                           82
قرضیات فرعی پژوهش                                                                                                                       82
بحث و جمع بندی                                                                                                                             84
پیشنهادات تحقیق بر اساس مبانی نظری، سوالها وفرضیه های تحقیق                                                                  84
پیشنهادات کاربردی                                                                                                                            88
پیشنهادات جهت تحقیقات آینده                                                                                                             89
منابع                                                                                                                                              90
پیوست 1                                                                                                                                      100
فهرست جداول و اشکال
جدول ‏2‑1- خلاصه تحقیقات صورت گرفته در زمینه مدل 7s مکنزی                                                               55
جدول 4‑1- فراوانی متغیر جنسیت                                                                                                         71
جدول ‏4‑2- فراوانی متغیر سن                                                                                                               72
جدول4‑3- فراوانی متغیر تحصیلات                                                                                                       73
جدول4‑4-   فراوانی متغیر سابقه کاری                                                                                                     74
جدول ‏4‑5- نتایج آزمون فریدمن                                                                                                           78
جدول4-6 رتبه بندی عوامل تاثیرگذار از طریق آزمون فریدمن                                                                         78
شکل ‏2‑1- مدل 7sمکنزی                                                                                                                   48
شکل ‏2‑2- مدل مفهومی تحقیق                                                                                                            54
شکل 4-1-   فراوانی متغیر جنسیت                                                                                                       72
شکل 4-2-     فراوانی متغیر سن                                                                                                           73
شکل4-3- فراوانی متغیر تحصیلات                                                                                                        74
شکل ‏4‑4-  فراوانی متغیر سابقه کاری                                                                                                     75
شکل4‑5- رتبه بندی عوامل تاثیر گذار با آزمون فریدمن                                                                               79
فصل اول
کلیات تحقیق

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