-تأثیر گرایش مدیران به بازاریابی اینترنتی بر میزان بکارگیری آن در سازمان‌ها (مورد مطالعه: شرکت‌های نشر و توزیع کتاب در ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت کسب و کار، دانشکده مدیریت، دانشگاه مهرالبرز، تهران، ایران.

2 کارشناسی ارشد، مدیریت فناوری اطلاعات، دانشکده فناوری اطلاعات، دانشگاه مهرالبرز، تهران، ایران.

چکیده

سازمان‌ها برای ایجاد و حفظ عملکرد بهینه در بازار متلاطم و رقابتی امروز، به بازارایابی اینترنتی جهت کسب مزیت رقابتی گرایش پیدا کرده‌اند. یکی از مهم‌ترین عوامل موفقیت در بازاریابی اینترنتی حمایت مدیران عالی سازمان است. از آنجا که در خصوص ارتباط بین "نگرش حمایتی مدیران عالی" و "میزان استفاده از بازاریابی اینترنتی" تحقیقات محدودی انجام شده، این مقاله به دنبال شناسایی، دسته‌بندی و ارائه شاخص‌های اندازه‌گیری این دو متغیر در شرکت‌های نشر و توزیع کتاب است. روش تحقیق این مقاله از نوع توصیفی پیمایشی بوده و داده‌ها از طریق ارسال پرسشنامه الکترونیکی به مدیران عالی و بازاریابی شرکت‌های مورد مطالعه گردآوری شده است. نتایج حاکی از این است که رابطه مثبت و ضعیفی بین این دو متغیر وجود دارد. به بیان دیگر، استفاده از بازاریابی اینترنتی در شرکت‌های تحت بررسی، رابطه قوی با گرایش مدیران ندارد و عوامل دیگری در این بین دخیل هستند. با این وجود، لزوم آگاهی از نگرش مدیران عالی منجر به اتخاذ تصمیمات مناسب در استفاده از منابع برای بکارگیری بازاریابی اینترنتی خواهد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Impact of Managers’ Attitude Towards Internet Marketing on Internet Marketing Adoption in Organizations (Case Study: Book-Publishing and Distribution Companies in Iran)

نویسندگان [English]

  • hamidreza rezvani 1
  • Narges Aghakhani 2
1 Assistant Prof., MBA Department, Management faculty, Mehralborz university, Tehran, Iran.
2 MSc, IT management, IT department, Faculty of Information Technology, University of Mehralborz, Tehran, Iran.
چکیده [English]

In today’s turbulent and competitive market, organizations tend to use Internet marketing for achieving and maintaining optimal performance in order to gain competitive advantage. One of the most important success factors in Internet marketing is the support of top managers of the organization. Since there has been a limited number of researches investigating the relationship between "top managers’ supportive attitude" and "the extent to which Internet marketing is used", this paper seeks to identify, categorize, and provide indicators for measuring these two variables in book publishing and distribution companies. This study is a descriptive survey research and the data has been collected by sending electronic questionnaires to the top managers and marketing managers of under-research companies. The results indicate that there is a weak positive correlation between these two variables. In other words, the use of Internet marketing in under-research companies doesn't seem to have a strong relationship with managers' attitudes, and there are other factors involved. However, knowing the top managers’ attitude will lead to appropriate decisions on using resources for  implementation of Internet marketing.

کلیدواژه‌ها [English]

  • Book Publishing and Distribution Companies
  • Internet Marketing
  • Managers’ Attitude Towards Internet Marketing

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