1 استادیار دانشکده حسابداری و مدیریت دانشگاه علامه طباطبایی، تهران ـ ایران
2 - استادیار دانشکده حسابداری و مدیریت دانشگاه علامه طباطبایی،
3 دانشجوی دکترای مدیریت بازرگانی دانشگاه علامه طباطبایی، تهران ـ ایران
عنوان مقاله [English]
Results of different studies demonstrate that the world-class organizations have better performance in encountering challenges of twenty-first century. Therefore developing such features is strongly recommended to Iranian firms. Most of experts believe that to achieve to world-class situation, the most important factor is marketing, and all organizations should assess themselves about world-class marketing .Thus, the present study tries to answer this question “What is an appropriate pattern of a world-class marketing for Iranian firms? The study is practical in nature and purposes in determination of association between elements of pattern of a world-class marketing that is appropriate for Iranian firms.
To this end, at first adjustment study of theoretical essentials of world-class marketing was done. In the second phase, a measurement in elements of the primary pattern was done on 52 experts, by using qualitative study; and Delphi technique, statistical tests of T-Student, U-Mann Whitney and Phi Cramer.