Understanding and development of marketing programs for products and services, is one of the essential needs of managers in organizations. But many of managers are unresponsive to this aspect and observing the subject of numerous studies, indicate that one of the main reasons for the failure of small businesses, is the lack of comprehensive marketing program that do not distinguish some differences between the two concepts of "sales" and "marketing". Today's, organizations are governed faced with conditions of uncertainty, so any changes in commodity prices, exchange and interest rates, stock prices and other economic changes, can change organizations. Therefore, one of the tasks of research and marketing development unit is minimizing uncertainty and risks by innovation in products and services. Therefore, this study is based on priority: 1-providing a model for innovation in product marketing that is combination of new strategic management and marketing models. 2-Study the effect of strategic communication factors in organizational innovation that is provided in the form of guerilla marketing. 3-This study, based on the differences opinions and attitudes of groups in the design and engineering, research and development, sales and marketing and beside of the description model, this study is focused on impact of research and marketing development, in the global village. With these objectives in view of differences in intelligence concludes that the major source of human resources for product development and innovation. Top-level managers in deciding the future direction of the application is provided by this new model, the processes for maximizing returns to shareholders and other stakeholders, to identify and manage the investment portfolio will be presented.
کلید واژگان :strategy, research and development, marketing, guerrilla marketing (Partisan
ارزش ریالی : 600000 ریال
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