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Presenting the digital marketing model of Carrefour International Company
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Tahir Rashid Beshtivan1   , Suleiman Iranzadeh2 , Hoshang Taghizadeh3 |
1- PhD student in public administration, Islamic Azad University, Tabriz, Iran
2- Professor, Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran , iranzadeh@iaut.ac.ir
3- Professor, Department of Industrial Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran |
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Abstract: (474 Views) |
Digital transformation refers to "the process of using digital technologies to create or modify new business processes, culture and customer experiences to meet business and market needs". The research method of the present study was conducted with a qualitative approach. In order to collect data, interview questions were developed. The statistical population consisted of 10 qualified experts who were selected using a purposeful and non-probability sampling method and in-depth and semi-structured interviews were conducted with them. The first step of the current study is to identify the main and sub-categories of the research by using the method of qualitative analysis of the theme (the approach of editing interviews, summarizing them and interpreting concepts and words). MAXQDA software was used for qualitative analysis. In total, the model obtained consists of 8 main themes, which include marketing intelligence, necessary infrastructure, innovative performance, content marketing, expert human resources, digital marketing, competitiveness and customer loyalty. One of the most important benefits of digital communications is the ability to support feedback, interaction, and response—a factor that provides customers with critical information that can be used to fine-tune communications |
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| Keywords: Digital marketing, Carrefour International Company, qualitative analysis of the theme |
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Full-Text [PDF 687 kb]
(152 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/03/27 | Accepted: 2023/06/1 | Published: 2023/05/31
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