Integrando la función de marketing interno y externo para un modelo de marketing de gestión de servicios en Irán
Resumen
El presente estudio busca investigar el efecto de la orientación del mercado interno y externo sobre el desempeño financiero y no financiero. Es aplicable desde el aspecto objetivo y el campo descriptivo desde el aspecto metodológico. Los datos fueron recolectados a través de estudios documentales y estudios de campo incluyendo cuestionarios. Todos los gerentes, diputados y expertos de empresas relacionadas con la provincia de Mashhad igual a 2505 fueron la población estadística del estudio durante el período 2018. El tamaño de la muestra se estimó igual a 135 mediante un método de muestreo aleatorio. Los resultados de la prueba de regresión indicaron el efecto positivo de la orientación del mercado interno y externo sobre el desempeño financiero y no financiero de las empresas relacionadas con la provincia de Mashhad. Según los resultados, la producción de información, la difusión de información y la forma de responder a la información interna tienen un efecto positivo y significativo en el desempeño financiero y no financiero. Del mismo modo, la producción de información, la difusión de información y cómo responder a la información externa tienen un efecto positivo y significativo en el desempeño financiero y no financiero.
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