سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات158
تعداد شماره‌ها6,226
تعداد مقالات67,694
تعداد مشاهده مقاله115,006,566
تعداد دریافت فایل اصل مقاله89,688,094
تلو حسینی, فرخ, ثانوی فرد, رسول, عیوضی حشمت, علی اصغر. (1401). ارائه مدل بلوغ بازاریابی B2B. , 14(3), 519-570. doi: 10.22059/jibm.2022.336954.4293
فرخ تلو حسینی; رسول ثانوی فرد; علی اصغر عیوضی حشمت. "ارائه مدل بلوغ بازاریابی B2B". , 14, 3, 1401, 519-570. doi: 10.22059/jibm.2022.336954.4293
تلو حسینی, فرخ, ثانوی فرد, رسول, عیوضی حشمت, علی اصغر. (1401). 'ارائه مدل بلوغ بازاریابی B2B', , 14(3), pp. 519-570. doi: 10.22059/jibm.2022.336954.4293
تلو حسینی, فرخ, ثانوی فرد, رسول, عیوضی حشمت, علی اصغر. ارائه مدل بلوغ بازاریابی B2B. , 1401; 14(3): 519-570. doi: 10.22059/jibm.2022.336954.4293

ارائه مدل بلوغ بازاریابی B2B

مدیریت بازرگانی
دوره 14، شماره 3، 1401، صفحه 519-570    اصل مقاله (831.46 K)
نوع مقاله: مقاله علمی پژوهشی
شناسه دیجیتال (DOI): 10.22059/jibm.2022.336954.4293
نویسندگان
فرخ تلو حسینی1؛ رسول ثانوی فرد* 2؛ علی اصغر عیوضی حشمت3
1دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.
2استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.
3استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران.
چکیده
هدف: بازاریابی کالاهای صنعتی، مانند هر کارکرد سازمانی دیگر، دستخوش تغییر دائمی است. در سرتاسر صنعت، بخش‌های بازاریابی و فروش با انواع و سطوح مختلف توسعه می‌یابد. برای اطمینان از اینکه رویکردها، ابزارها، مفاهیم و...، بتوانند به بهترین شکل ممکن پیاده‌سازی شوند، استفاده از یک چارچوب مرجع هماهنگ در قالب مدل بلوغ بازاریابیB2B  ضروری است.
روش: با توجه به کمبود دانش و فقدان راهنما برای هدایت سازمان‌ها در خصوص این پدیده، در این پژوهش با هدف ارائه مدل بلوغ بازاریابی B2B، مقاله‌هایی در بازه زمانی 2013 تا پایان نوامبر 2021 با رویکرد نظام‌مند پیشینه مطالعه شد و متن مقاله‌ها با به‌کارگیری رویکرد نظریه داده‌بنیاد و با تکیه بر نرم‌افزار مکس‌کیودا، کدگذاری و تحلیل شدند.
یافته‌ها: بر اساس، تحلیل‌های صورت پذیرفته، کُدهایی در قالب 331 مفهوم و 20 مقوله اصلی استخراج شدند. در نهایت با استناد به رهیافت نظام‌مند نظریه داده‌بنیاد، کُد‌های شناسایی شده در شش طبقه‌، شامل پدیده اصلی، شرایط علّی، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها دسته‌بندی شدند.
نتیجه‌گیری: مقوله‌ها عبارت‌اند از: علّی: نقش‌های جدید رهبری در کسب‌وکار B2B، سیاست‌گذاری و بودجه بازاریابی B2B. محوری: شناسایی ابعاد، نمودار سازمانی، شرح مأموریت و شایستگی‌های کارکنان بازاریابی B2B. راهبردی: راهبرد دیجیتال/ غیردیجیتال و خلق ارزش. زمینه‌ای: عملیات، فرایند، ابزار و پلتفرم‌های بازاریابی B2B. مداخله‌گر: مدیریت تغییر. پیامدی: کسب مزیت رقابتی از طریق مدیریت ابعاد B2B، بهبود کیفیت و افزایش رضایت مشتریان و شاخص‌های کلیدی عملکرد B2B. مسلم است که در مدل بلوغ بازاریابی B2B باید به این مقوله‌ها توجه ویژه‌ای نمود.
کلیدواژه‌ها
مدل بلوغ بازاریابی B2B؛ عملیات و فرایند بازاریابی B2B؛ ابزار و پلتفرم بازاریابی B2B؛ شاخص‌های کلیدی عملکرد B2B؛ تئوری داده‌بنیاد
عنوان مقاله [English]
Providing a Business-to-Business Marketing Maturity Model
نویسندگان [English]
Farrokh Tellohosseini1؛ Rasoul Sanavifard2؛ Ali Asghar Eyvazi Heshmat3
1PhD. Candidate, Department of Business Management, Qom Branch, Islamic Azad University, Qom,
2Assistant Prof., Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.
3Assistant Prof., Department of Management, Payame Noor University, Tehran, Iran.
چکیده [English]
Objective
Marketing of industrial goods, like other organizational functions in companies, is constantly changing. Marketing and sales departments with different levels in various industries are being developed. To ensure that the approaches, tools, concepts, and models provided by this study can be implemented in the best way, it is essential to use a coordinated reference framework in the form of the B2B marketing maturity model. This model allows B2B marketing managers to assess the relevant level of maturity of their marketing department and, accordingly, identify appropriate actions. The purpose of this approach is to prevent the implementation of very complex activities and projects in sectors that do not match the dimensions of the maturity model. In addition, the other purpose of this study is to protect B2B marketing managers from making mistakes and assist them with achieving a stable position among rival industrial companies.
 
Methodology
Due to the lack of knowledge and guidance for leading the organizations in relation to this phenomenon, this study aimed to present a B2B marketing maturity model for them. For this purpose, the articles published within the period from early 2013 to the end of November 2021 were reviewed systematically. The content of the articles was coded and analyzed using the Grounded Theory and MAXQDA software.
 
Findings
Based on the performed analyses, codes were extracted including 331 concepts and 20 main categories. Next, relying on the systematic approach of the Grounded Theory, the identified codes were classified into six categories including main phenomenon, causal conditions, contextual conditions, intervening conditions, strategies, and consequences.
 
 
 
Conclusion
Based on the obtained results, the six aforementioned categories include: 1) Causal categories i.e. the new roles of leadership in B2B business, policy-making, B2B marketing budget, investment, supporting B2B marketing, B2B marketing organization and performance management indicators; 2) Central (axial) categories i.e. identifying the dimensions of B2B marketing maturity model, B2B marketing organizational chart, mission description, B2B marketing authority and responsibilities, capabilities and competencies of B2B marketing staff; 3) Strategic categories i.e. B2B marketing strategy, digital / non-digital strategy, digital business model, value creation in the value chain; 4) Contextual categories i.e. B2B marketing operations and process, B2B marketing tools and platforms; 5) Interventionist categories i.e. organizational change management; and 6) Consequential categories i.e. gaining competitive advantage in B2B marketing organizations/companies through B2B dimension management, improving the quality of B2B marketing services, increasing customer satisfaction, and key indicators of B2B marketing performance. It is obvious that in B2B marketing maturity model special attention should be paid to these categories.
کلیدواژه‌ها [English]
B2B marketing maturity model, B2B marketing operation and Process, B2B market tools and platform, Key B2B performance indicators, Grounded theory
مراجع
آقازاده، هاشم و اسفیدانی، محمد رحیم (1385). بررسی سطح بلوغ تجارت الکترونیکی صادرکنندگان برتر سال 1382 ایران، مجله تحقیقات اقتصادی، (75)، 109.

احمدی زاده، آرمان؛ اخوان حجازی، سید مجتبی، و صبور طینت، امیرحسین (1390). به‏کارگیری مدل بلوغ قابلیت بازاریابی به‏منظور ارزیابی فرایندهای بازاریابی در شرکت ترانسفو، مجله علمی ـ پژوهشی تحقیقات بازاریابی نوین، 1(2)، 41-60.

اسدامرجی، الهام؛ محمدیان، ایوب؛ رجب زاده قطری، علی و شعار، مریم (1398). ارائه مدل بلوغ قابلیت تحول دیجیتال با استفاده از روش فراترکیب، مورد مطالعه شرکت‌های دارویی، مدیریت اطلاعات، 5(2)، 48-69.

انجمن حرفه‌ای مدیریت تغییر آمریکا (1398). استاندارد مدیریت تغییر (فرخ تلو حسینی و همکاران، مترجمان). (چاپ اول)،  تهران: انتشارات مهربان.

انجمن مدیریت پروژه آمریکا (1398). مدیریت تغییر در سازمان‏ها: راهنمای عملی (فرخ تلو حسینی و همکاران، مترجمان). (چاپ اول)، تهران: انتشارات جهاد دانشگاهی شهید بهشتی.

بحری نژاد، ریحانه؛ خانلری، امیر؛ حسنقلی پور یاسوری، طهمورث و حسینی، سید محمود (1398) شناسایی مهمترین فرایندهای بازاریابی در صنعت بانکداری ایران به‏منظور توسعه مدل بلوغ بازاریابی بانکی. مدیریت بازرگانی، 10 (4)، 795-814.

جفری هایات، تیموتی کریسی (1396). مدیریت تغییر: جنبه انسانی تغییر (فرخ تلو حسینی و همکاران، مترجمان). (چاپ سوم)،  انتشارات مدیر فلاح.

دیده‌خانی، حسین؛ مهرانی، هرمز؛ بدیعی، فرناز و یوسفی کمیجانی، عارفه (1390). طراحی الگوی ارزیابی و انتخاب استراتژی کانال‏های توزیع چندگانه در زنجیره تأمین صنایع لبنی ـ رویکری تصمیم‌گیری فازی، فصلنامه پژوهشنامه بازرگانی، 23(92)، 55-79.

رحمانی، علی، (1392). مدل قابلیت حسابرسی داخلی، ماهنامه حسابدار، 28 (10)، 24-33.

زنده اسرار، فاطمه (1400)، با ۹ شاخص کلیدی عملکردی (KPI) بازاریابی آشنا شوید. وب‌سایت https://infogramacademy.com/blog/kpi-

سهرابی، بابک؛ موسی خانی، محمد و خانلری، امیر (1388). مدل سنجش بلوغ مدیریت ارتباط با مشتری. مهندسی صنابع و مدیریت شریف، 1(1)، 117- 127.

شامی زنجانی، مهدی (1400) مدل‏های سنجش بلوغ مدیریت تجربه مشتری، سایت http://shamizanjani.ir/

قاضی نوری، سروش؛ الفت، لعیا؛ بامداد صوفی، جهانیار و احدی، رضوان (1398). مدل بلوغ فرایندی مدیریت ارتباط با مشتری با تأکید بر قابلیت‌ها، نشریه علمی کاوش‌های مدیریت بازرگانی، 11(22).

قلیچ خانی، مصطفی؛ صمدی مقدم، یحیی؛ فتحی هفشجانی، کیامرث (1399). شناسایی ابعاد اصلی تحول دیجیتال در سازمان‏های صنعتی با استفاده از رویکرد نظام‌مند پیشینه، فصلنامه مدیریت توسعه فناوری، 8(4)، 11-47.

قهرمانلو، هدی و کرمی تبریزی، مهناز (1386). استراتژی کانال‏های چندگانه در بازاریابی B2B، نخستین کنفرانس بین‌المللی مدیریت زنجیره تأمین و سیستم‌های اطلاعات، تهران.

محمد سیروس، کاوه؛ صبور طینت، امیرحسین و همایونفر، هاله (1386). معرفی چارچوبی برای عارضه‏یابی فرایند بازاریابی واحدهای کسب‏وکار مبتنی بر مدل بلوغ فرایند بازاریابی، پنجمین کنفرلنس بین‌المللی مدیریت، تهران.

ناصرترابی، ارمغان، تالانه و منصوری، فردین (1401)، نقش مدیریت تغییر سازمانی در ارتقای سطح بلوغ حسابداری مدیریت، فصلنامه علمی دانش حسابداری مالی، 9(2)، 97-126.

نوری، مژگان؛ شاه حسینی، محمد علی؛ شامی زنجانی، مهدی و عابدین، بابک (1398). طراحی چارچوب مفهومی رهبری تحول دیجیتال در سازمان‌های ایرانی، مدیریت و برنامه‌ریزی در نظام آموزشی، 12(2)، 211-239.

واکر، اورویل سی؛ بوید، هارپر؛ مالینز، جان و کلود لرش، ژان (1386) استراتژی بازاریابی: با رویکردی تصمیم محور (سید محمد اعرابی و داود ایزدی، مترجمان). (چاپ دوم)، تهران: دفتر پژوهش‌های فرهنگی.

 

References

Abbamonte, K. (2021). Top 43 B2B Marketing Software Tools for 2022 (By Use Case), https://www.leadfeeder.com/blog/b2b-marketing-software-tools/#b2b-marketing-analytics-software.

Abdelmaboud, A., Jawawi, D. N., Ghani, I., & Elsafi, A. (2014). A comparative evaluation of cloud migration optimization approaches: A systematic literature review. Journal of Theoretical and Applied Information Technology, 79(3), 395. http://doi.org/10.1007/978-3-319-07692-8_60.

Abovethefray (2021). Above the Fray Ecommerce Maturity-Model, www.abovethefray.io

ABPMP. (2013). Guide to the Business Process Management Common Body of Knowledge (BPM CBOK). Association of business process management professional version 3.

Aghazadeh, H., Esfidani, M.R. (2015). E-commerce maturity level survey of Iran's top exporters in 2015, Journal of Economic Research, (75), 109. (in Persian)

Ahmadizadeh, A., Akhwan Hijazi, S.M. & Sabour Taynet, A. (2018). Using the Marketing Capability Maturity Model to Evaluate Marketing Processes in Transfo Company, Modern Marketing Research Journal, 1(2), 41-60. (in Persian)

American Association of Change Management Professionals (2018). Change Management Standard. (Farrokh Tellohosseini et al., Trans.). (1th ed.). Tehran, Mehraban Publications. (in Persian)

American Project Management Association (2018). Managing Change in Organizations: A Practical Guide, (Farrokh Tellohosseini et al., Trans.). (1th ed.). Tehran, Shahid Beheshti University Jihad Publications. (in Persian)

Asad Amraji, E., Mohammadian, A., Rajab Zadeh Ghatari, A., Shoar, M. (2017). A Digital Transformation Maturity Model Based on Mixed Method: Case Study of Pharmaceutical Companies. Iranian Journal of Information Management, 5(2), 48-69. (in Persian)

Bahrinejad, R., Khanlari, A., Hasangholipor Yasory, T., Hosseini, S.M. (2018). Identifying the Most Important Marketing Processes in Iran Banking Industry to Develop a Banking Marketing Maturity Model. Journal of Business Management, 10(4), 795-814.
(in Persian)

Bakhtieva, E. (2017). Digital Marketing Maturity Models: Overview and Comparison, World Academy of Science. Engineering and Technology International Journal of Economics and Management Engineering, 11(5), 2-9.

Bandara, W., Indulska, M., Chong, S., Sadiq, S. (2007). Major Issues in Business Process Management: An Expert Perspective. In ECIS 2007- The 15 Th European Conference on Information Systems, 7-9, June 2007 St Gallen, Switzerland.

Basl, J., Doucek, P. (2019). A metamodel for evaluating enterprise readiness in the context of Industry 4.0, Information Journal, 10(3), 89. https://doi.org/10.3390/info10030089

Beets, M.L. & Handley, A. (2018). B2B Content Marketing: 2018 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Beets, M.L. & Handley, A. (2019). B2B Content Marketing: 2019 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Berthelsen, C. B., & Frederiksen, K. (2018). A comprehensive example of how to conduct a literature review following Glaser’s grounded theory methodological approach. International Journal of Health Sciences, 6(1), 90-99.

Brocke, J., V., & Rosemann, M. (2015). Handbook on business process management. Heidelberg: Springer.

Brown, N. & Brown, I. (2019). From digital business strategy to digital transformation– A systematic literature review. SAISIT ‘19: Proceedings of the South African Institute of Computer Scientists and Information Technologists, 1-8.

Camiade, J.M. & Claissem Melanie (2018). The Maturity Model Social Media Marketing, httpss://www.atinternet.com.

Campaign Monitor (2021). 17 Email Marketing Metrics Every Marketer Needs to Know. [1/10/2021].

Chaffey, D. & Smith, P.R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge, Taylor & Francis Group, London and NewYork, Fifth Edition.

Chapman, L. (2021). How COVID-19 has changed b2b marketing & sales, Trew Marketing, https://www.trewmarketing.com/smartmarketingblog/how-covid-19-has-changed-b2b-marketing-sales.

Cianci, B. (2020). The B2B Sales KPIs You Should Be Tracking According to 60+ Experts, https://databox.com/b2b-sales-kpis-every-company-should-be-tracking. [1/10/2021].

Cokins, G. (2012). Evaluating the costing journey: a costing levels continuum maturity framework 2.0. New York. P.29.

Colli, M., Berger, U., Bockholt, M., Madsen, O., Møller, C., & Waehrens, B. (2018). A maturity assessment approach for conceiving context-specific roadmaps in the Industry 4.0 era. Annual Reviews in Control, 48, 165-177. https://doi.org/10.1016/j.arcontrol.2019.06.001

Cortez, R.M. & Johnston, W.J. (2017). The future of B2B marketing theory: A historical and prospective analysis, Industrial Marketing Management, 66, 90-102.

Cseng, Lim (2021). Brand Maturity Model, China International Nameplate Development Association.

De Bruin, T., Freeze, R., Kaulkarni, U., & Rosemann, M. (2005). Understanding the main phases of developing a maturity assessment model. In Australasian Conference on Information Systems (ACIS), 2005, Australia, New South Wales, Sydney.p.109.

Deloitte, (2018). Digital Maturity Model Achieving digital maturity to drive growth.

Demand Metric (2020). Content Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). CRM Maturity Model, https://www.demandmetric.com/

Demand Metric, (2020). Customer Engagement Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Demand Generation Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Digital Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Email Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Go-to-Market Framework, https://www.demandmetric.com/[9/2/2022].

Demand Metric, (2020). Lead Generation Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Mobile Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Public Relations Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Sales enablement Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Sales Training Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Shopper Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Social Media Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Video Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). World Class Marketing Organization Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Didarme (2020). 12 KPI in B2B, https://didar.me/key-performance-indicators-kpis/

Didekhani, H., Mehrani, H., Badiei, F. and Yousefi Komijani, A. (2011) Designing a model for evaluation and strategy selection of multiple distribution channels in the dairy supply chain - Fuzzy decision approach, Business Research Quarterly, 92, 55-79. (in Persian)

Dopson, E. (2020). The 20 Most Important B2B KPIs According to More Than 50 Businesses, https://databox.com/most-important-b2b-kpis. [2/9/2021].

Ebert, T. (2016). Building A B2B Marketing Flywheel, http://www.toddebert.com/building-b2b-marketing-flywheel/

Edynamic (2021). B2B Marketing Operations: The Marketing Operations Maturity Model, http://www.edynamic.net/marketing-operations. [7/11/2021].

Edynamic (2021). Business and Marketing Needs: ACHIEVE Model, http://www.edynamic.net/marketing-operations. [7/11/2021].

Ellett, J. (2020). The CMO Solution Guide for Building a Modern Marketing Organization, the CMO Club & ORACLE Marketing Cloud.

Fischer, M., Imgrund, F., Janiesch, C., & Winkelmann, A. (2020). Strategy archetypes for digital transformation: Defining Meta objectives using business process management. Information & Management, 57(5), 103262. https://doi.org/10.1016/j.im.2019.103262

Fortella (2020). The State of B2B Marketing 2021 Lessons and Insights from Today’s, Top-Performing B2B Marketers.

Fraser, P., Moultrie, J., & Gregory, M. (2002). The use of maturity models/grids as a tool in assessing product development capability. In IEEE international engineering management conference, 1, 244–249.

Gartner, (2018). Gartner Marketing Maturity Assessment Tool, httpss: //www.Gartner.com. [2/5/2021].

Ghazinoori, S., Olfat, L., Bamdad Soofi, J., Ahadi, R. (2019). A CRM process maturity model emphasizing the supply chain capabilities: A case study of the organic agricultural products supply chain, Journal of Business Administration Researches, 11(22).
(in Persian)

Ghobakhloo, M. (2018). The future of manufacturing industry: A strategic roadmap toward Industry 4.0. Journal of Manufacturing Technology Management, 29(6), 910-936. https://doi.org/10.1108/JMTM-02-2018-0057

Glaser, B., & Strauss, A. (1999). Discovery of Grounded Theory: Strategies for Qualitative Research. Routledge. https://doi.org/10.4324/9780203793206

Greene, J. (2021). 49 SEO KPIs Every SEO Pro Should Track and Measure, https://databox.com/most-important-seo-kpis

Greene, J. (2021). The 23 Most Important Ecommerce KPIs for Tracking & Growing Sales, the 23 Most Important Ecommerce KPIs for Tracking & Growing Sales, https://databox.com/ecommerce-kpis.

Greene, J. (2019). The 28 Blog KPIs that Most Content Marketers Recommend Tracking, https://databox.com/most-important-blog-kpis

Hallowell, S. (2020). Go-to-Matket maturity model pillar: targeting the right customers, linkdin.

Handley, A. & et al. (2020). B2B Content Marketing: 2020 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Hausberg, J., Liere-Netheler, K., Packmohr, S., Pakura, S., & Vogelsang, K. (2019). Research streams on digital transformation from a holistic business perspective: A systematic literature review and citation network analysis. Journal of Business Economics, 89, 931-963. https://doi.org/10.1007/s11573-019-00956-z.

Hayat, J. & Timothy, Ch. (2017). Change Management: The People Side of Change, Farrokh Tellohosseini et al., Trans.). (3th ed.).  Tehran, Director Fallah Publications. (in Persian)

Horváth, D., & Szabo, R. Z. (2019). Driving forces and barriers of Industry 4.0: Do multinational and small and medium-sized companies have equal opportunities? Technological Forecasting and Social Change, 146, 119-132. https://doi.org/10.1016/J.TECHFORE.2019.05.021

Ismail, M. H., Khater, M., & Zaki, M. (2017). Digital business transformation and strategy: What do we know so far? Cambridge Service Alliance, 10. https://cambridgeservicealliance.eng.cam.ac.uk/resources/Downloads/Monthly%20Papers/2017NovPaper_Mariam.pdf

Jen Doyle (2012). B2B Marketing Benchmark Reprot: Research and insights on attracting and converting the modern buyer, Marketo, Matketingsherpa.

Jepma, W. (2020). 5 of the Most Important KPIs to Measure after COVID-19, https://blog.marketveep.com/the-most-important-kpis-to-measure-after-covid-19.

Ju-Yeon Lee & Irina V. Kozlenkova & Robert W. Palmatier (2014). Structural marketing: using organizational structure to achieve marketing objectives, Journal of the Academy of Marketing Science.

Kahramanlou, H. & Karmi Tabrizi, M. (2006). Multiple channel strategy in B2B marketing, the first international conference on supply chain management and information systems, Tehran. (in Persian).

Katyal, P. (2018). B2B Technology Marketing Maturity Framework: Evaluate and Enhance Your Marketing Effectiveness, https://www.business2community.com/  [5/11/2021].

Katzon, E. (2020). 6 Key B2B Marketing KPIs to Measure, https://www.oktopost.com/blog/6-key-b2b-marketing-kpis-to-measure/

Kiera Abbamonte, (2021). Top 43 B2B Marketing Software Tools for 2022 (By Use Case), https://www.leadfeeder.com/blog/b2b-marketing-software-tools/#b2b-marketing-analytics-software. [5/11/2021].

Kozina, M. (2011). applying the CMMI model in software process improvement. The 22nd International DAAAM Symposium, Volume 22, No. 1, page 429-430.

Krakauer, J. (2021). Social Media Marketing Maturity Model: A Guide to All 6 Levels, https://wearesculpt.com/blog/social-media-maturity/ [8/2/2022].

Kunsman, T. (2020). 12 Best B2B Marketing Tools To Improve Your Tech Stack, https://everyonesocial.com/blog/b2b-marketing-tools/

Kunsman, T. (2020). 12 Best B2B Marketing Tools to Improve Your Tech Stack, https://everyonesocial.com/blog/b2b-marketing-tools/ [1/7/2021].

Lansipuro, H. (2020). Capability Maturity Model for Data-Driven Marketing, Jyvaskyla University School of Business and Economics, Master Thesis.

Lichtblau, K., Stich, V., Bertenrath, R., Blum, M., Bleider, M., Millack, A., Schmitt, K., Schmitz, E. & Schröter, M. (2015). IMPULS-industrie 4.0-readiness.

Malnik, J. (2020). 39 Most Important KPIs to Track across Your Company, https://databox.com/important-kpis#head2. [7/12/2021].

Malnik, J. (2020). 39 Most Important KPIs to Track across Your Company, https://databox.com/important-kpis#head2.

Malnik, J. (2021). 12 Marketing KPIs You Should Share With Your Manager, https://databox.com/which-marketing-kpis-to-share-with-your-boss. [7/12/2021]

Malnik, J. (2021). 12 Marketing KPIs You Should Share With Your Manager, https://databox.com/which-marketing-kpis-to-share-with-your-boss

Malnik, J. (2021). The Definitive List of Marketing KPIs Every Team Should Track, https://databox.com/the-definitive-list-of-marketing-kpis-every-team-should-track#header1. [7/12/2021].

Malnik, Jessica (2021). The Definitive List of Marketing KPIs Every Team Should Track, https://databox.com/the-definitive-list-of-marketing-kpis-every-team-should-track#header1.

Marx, F., Worthmann, F., & Mayer, J. H. (2012). A maturity model for management control systems. Business & Information Systems Engineering, 4(4), 193–207.

McKnight, C. (2021). Assessing and Improving Your Customer Engagement Maturity, Digital Clarity Group.

MediaBeacon, (2018). Digital Marketing Maturity Model, httpss://www.mediabeacon.com. [1/10/2021].

Menges, Steven A. Liff, David K. (2017). The Business-to-Business Marketing Maturity Models, Copyright B2B3 LLC, www.b2b3.org. pp.1-22 [9/2/2022].

Mohammad Siros, K., Sabour Taynet, A. & Homayounfar, H. (2006). Introducing a framework for problem solving in the marketing process of business units based on the maturity model of the marketing process, 5th International Management Conference, Tehran.
(in Persian)

Murton Beets, L. & Handley, A. (2018). B2B Content Marketing: 2018 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa. pp.5-17

Murton Beets, L. & Handley, A. (2019). B2B Content Marketing: 2019 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa. 7.38

 Nasertorabi, Talaneh & Mansouri (2022). The Role of Organizational Change Management Improving the Level of Management Accounting Maturity. Journal of Financial Accounting Knowledge, 9(2),  97-126. (in Persian)

Nouri, M., Shah Hoseini, M., Shami Zanjani, M., & Abedin, B. (2019). Designing a conceptual framework for leading digital transformation in Iranian companies.[Journal of Management and Planning in Educational Systems, 12(2), 211- 242. https://doi.org/10.29252/mpes.12.2.211. (in Persian)

Orzes, G., Rauch, E., Bednar, S., & Poklemba, R. (2018, December). Industry 4.0 implementation barriers in small and medium sized enterprises: A focus group study. 2018 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) (pp. 1348-1352). IEEE.https://doi.org/10.1109/ieem.2018.8607477.

Osborn, M. (2017). 10 Kpis to measure successful B2B marketing, https://blog.apruve.com/10-kpis-to-measure-successful-b2b-marketing.

Osborn, M. (2017). 10 Kpis to measure successful B2B marketing, https://blog.apruve.com/10-kpis-to-measure-successful-b2b-marketing.

Pandey, N., Nayal, P. and Rathore, A.S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204. https://doi.org/10.1108/JBIM-06-2019-0283

Paulk, M.C., Curtis, B., Chrissis, M. B. & Weber, C.V. (1993). Capability Maturity Model for Software, Version 1.1. Software Engineering Institute.

Prosci. (2014). Prosci Change Management Maturity Model™ Audit, Loveland, Co: Change Management Learning Center. P.7.

Prosci. (2018). Best Practices in Change Management. Loveland, Co: Change Management Learning Center. pp.30-43

Prosci. (2020). Best Practice of Change Management, Loveland, Co: Change Management Learning Center. pp.77-141

Prosci. (2020). Change Management Toolkit: Using Prosci’s ADKAR model for managing the people side of change, Loveland, Co: Change Management Learning Center. p.234

Prosci. (2022). Best Practices in Change Management. Loveland, Co: Change Management Learning Center. p.9

Pulizzi, Joe & Handley, Ann, (2013). B2B Content Marketing: 2013 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2014). B2B Content Marketing: 2014 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2015). B2B Content Marketing: 2015 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2016). B2B Content Marketing: 2016 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2017). B2B Content Marketing: 2017 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

PWC. (2014). Pricing Matturity Assessment, B2B Pricing, www.pwc.an/pricing. [1/10/2021]

Qalich Khani, M., Samadi Moghadam, Y., Fathi Hafeshjani, K. (2019). Identifying the main dimensions of digital transformation in industrial organizations using a systematic background approach, Technology Development Management Quarterly, 8(4).
(in Persian)

Rahmani, A. (2012). Internal Audit Capability Model, Accountant Monthly, 28 (10), 24-33.
(in Persian)

Rosemann, M., Bruin, T. (2005). Application of a Holistic Model for Determining BPM Maturity. BPTrends, 1-21.

Roskey, Ann. (2013). Modern Marketing Maturity Model, ORACLE. p.11

Salkin, C., Oner, M., Ustundag, A., & Cevikcan, E. (2018) A Conceptual Framework for Industry 4.0. In A. Ustundag & E. Cevikcan (Eds.), Industry 4.0: Managing the digital transformation (pp. 3-23). Springer, Cham. https://doi.org/10.1007/978-3-319-57870-5_1

SAP, (2018). Maturity Model for Data-driven Government, www.sap.com. pp.113

Schumacher, A., Erol, S., & Sihn, W. (2016). A maturity model for assessing industry 4.0 readiness and maturity of manufacturing enterprises. Procedia CIRP, 52, 161-166. https://doi.org/10.1016/j.procir.2016.07.040

Schwartz, J. (2018). Marketing Maturity Model: A Roadmap for Marketing Renewal, https://www.itsma.com/ [8/11/2021].

Seebacher, Uwe G., (2021). The B2B Marketing Maturity Model: What the Route to the Goal Looks like!" Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, chapter 3, pages 53-88, Springer.

Shami Zanjani, Mehdi, (2021) Models for measuring the maturity of customer experience management, site http://shamizanjani.ir/ [9/2/2022]. (in Persian).

Shane Barker, (2021). 17+ Best B2B Marketing Tools & Software You Need in 2022, https://shanebarker.com/blog/b2b-marketing-tools/ [7/2/2022].

Silva, M. (2015). A systematic review of Foresight in Project Management literature. Procedia Computer Science, 64, 792-799.

Sohrabi, B., Haghighi, M., Khanlari, A. (2010). Customer relationship management maturity model (CRM3): A model for stepwise implementation. International Journal of Human Sciences [Online]. 7:1. Available: http://www.insanbilimleri.com/en.

Sohrabi, B., Musa Khani, M. & Khanlari, A. (2008). Customer Relationship Management Maturity Measurement Model, Sharif Industrial Engineering and Management, 1(1), 117-127. (in Persian)

Spaho, K. (2010). Sales Organization and Functionality in Companies on the Industrial Market in Bosnia and Herzegovina, Management Research and Practice, 21(4).

Spry, L., Athey, J. (2020). Intro to the Brand Management Maturity Model A guide to assessing your Widen Collective® maturity, Widen.

Tarhan, A., Turetken, O., and Reijers, H.A. (2016). Business process maturity models: a systematic literature review. Information and Software Technology, 75, 122-134.

Teichert, R. (2019). Digital transformation maturity: A systematic review of literature. Acta universitatis agriculturae et silviculturae mendelianae brunensis, 67(6), 1673-1687. http://dx.doi.org/10.11118/actaun201967061673

Tekic, Z., & Koroteev, D. (2019). From disruptively digital to proudly analog: A holistic typology of digital transformation strategies. Business Horizons, 62(6), 683- 693. https://doi.org/10.1016/j.bushor.2019.07.002

Trello (2021). B2B Marketing Capability Scale, https://trello.com/ [1/7/2021].

Usan (2021). The Omni-Channel Customer Engagement Maturity Model: Learn how to achieve omni-channel success and beyond, www.usan.com.

Valdez-de-Leon, O. (2016). A digital maturity model for telecommunications service providers. Technology Innovation Management Review, 6(8). 19–32.

Vidyard (2020). The 4 Stages of Video Marketing Maturity, The Video Marketing Maturity Model, https://www.vidyard.com/

Walker, O.C., Boyd, H., Mullins, J. & Claude Lerche, J. (2016) Marketing strategy: with a decision-oriented approach, (Seyed Mohammad Arabi and Daoud Ezadi, Trans.) (2th ed.). Cultural Research Office, Tehran. (in Persian)

Web Enertia (2019). How to structure B2B tech website pages and content to drive results, B2B Digital Brand Experience Agency.

Wen-Jung, Ch. (2014). Market orientation and business-to-business (B2B): A meta-analysis Perspective, Int. J. Services Technology and Management, 20, Nos. 1/2/3.

Wolfswinkel, J. F., Furtmueller, E., & Wilderom, C. P. (2013). Using grounded theory as a method for rigorously reviewing literature. European journal of information systems, 22(1), 45-55. https://doi.org/10.1057/ejis.2011.51.

Yun, W., Road, M. & Ji, Sh., Deng, Qi (2017). Social Media Capability in B2B Marketing: toward a definition and research model, Jornal of Business & industrial marketing.

Zande Asrar, F. (2021). Is acquainted with nine key performance indicators (KPIs) of marketing, website https://infogramacademy.com/blog/kpi. (in Persian)

Zucker, M. (2018). The Maturity Model for Marketing, Available in: https://www.linkedin.com/pulse/maturity-model-marketing-mat-zucker/ [9/5/2021].

آقازاده، هاشم و اسفیدانی، محمد رحیم (1385). بررسی سطح بلوغ تجارت الکترونیکی صادرکنندگان برتر سال 1382 ایران، مجله تحقیقات اقتصادی، (75)، 109.

احمدی زاده، آرمان؛ اخوان حجازی، سید مجتبی، و صبور طینت، امیرحسین (1390). به‏کارگیری مدل بلوغ قابلیت بازاریابی به‏منظور ارزیابی فرایندهای بازاریابی در شرکت ترانسفو، مجله علمی ـ پژوهشی تحقیقات بازاریابی نوین، 1(2)، 41-60.

اسدامرجی، الهام؛ محمدیان، ایوب؛ رجب زاده قطری، علی و شعار، مریم (1398). ارائه مدل بلوغ قابلیت تحول دیجیتال با استفاده از روش فراترکیب، مورد مطالعه شرکت‌های دارویی، مدیریت اطلاعات، 5(2)، 48-69.

انجمن حرفه‌ای مدیریت تغییر آمریکا (1398). استاندارد مدیریت تغییر (فرخ تلو حسینی و همکاران، مترجمان). (چاپ اول)،  تهران: انتشارات مهربان.

انجمن مدیریت پروژه آمریکا (1398). مدیریت تغییر در سازمان‏ها: راهنمای عملی (فرخ تلو حسینی و همکاران، مترجمان). (چاپ اول)، تهران: انتشارات جهاد دانشگاهی شهید بهشتی.

بحری نژاد، ریحانه؛ خانلری، امیر؛ حسنقلی پور یاسوری، طهمورث و حسینی، سید محمود (1398) شناسایی مهمترین فرایندهای بازاریابی در صنعت بانکداری ایران به‏منظور توسعه مدل بلوغ بازاریابی بانکی. مدیریت بازرگانی، 10 (4)، 795-814.

جفری هایات، تیموتی کریسی (1396). مدیریت تغییر: جنبه انسانی تغییر (فرخ تلو حسینی و همکاران، مترجمان). (چاپ سوم)،  انتشارات مدیر فلاح.

دیده‌خانی، حسین؛ مهرانی، هرمز؛ بدیعی، فرناز و یوسفی کمیجانی، عارفه (1390). طراحی الگوی ارزیابی و انتخاب استراتژی کانال‏های توزیع چندگانه در زنجیره تأمین صنایع لبنی ـ رویکری تصمیم‌گیری فازی، فصلنامه پژوهشنامه بازرگانی، 23(92)، 55-79.

رحمانی، علی، (1392). مدل قابلیت حسابرسی داخلی، ماهنامه حسابدار، 28 (10)، 24-33.

زنده اسرار، فاطمه (1400)، با ۹ شاخص کلیدی عملکردی (KPI) بازاریابی آشنا شوید. وب‌سایت https://infogramacademy.com/blog/kpi-

سهرابی، بابک؛ موسی خانی، محمد و خانلری، امیر (1388). مدل سنجش بلوغ مدیریت ارتباط با مشتری. مهندسی صنابع و مدیریت شریف، 1(1)، 117- 127.

شامی زنجانی، مهدی (1400) مدل‏های سنجش بلوغ مدیریت تجربه مشتری، سایت http://shamizanjani.ir/

قاضی نوری، سروش؛ الفت، لعیا؛ بامداد صوفی، جهانیار و احدی، رضوان (1398). مدل بلوغ فرایندی مدیریت ارتباط با مشتری با تأکید بر قابلیت‌ها، نشریه علمی کاوش‌های مدیریت بازرگانی، 11(22).

قلیچ خانی، مصطفی؛ صمدی مقدم، یحیی؛ فتحی هفشجانی، کیامرث (1399). شناسایی ابعاد اصلی تحول دیجیتال در سازمان‏های صنعتی با استفاده از رویکرد نظام‌مند پیشینه، فصلنامه مدیریت توسعه فناوری، 8(4)، 11-47.

قهرمانلو، هدی و کرمی تبریزی، مهناز (1386). استراتژی کانال‏های چندگانه در بازاریابی B2B، نخستین کنفرانس بین‌المللی مدیریت زنجیره تأمین و سیستم‌های اطلاعات، تهران.

محمد سیروس، کاوه؛ صبور طینت، امیرحسین و همایونفر، هاله (1386). معرفی چارچوبی برای عارضه‏یابی فرایند بازاریابی واحدهای کسب‏وکار مبتنی بر مدل بلوغ فرایند بازاریابی، پنجمین کنفرلنس بین‌المللی مدیریت، تهران.

ناصرترابی، ارمغان، تالانه و منصوری، فردین (1401)، نقش مدیریت تغییر سازمانی در ارتقای سطح بلوغ حسابداری مدیریت، فصلنامه علمی دانش حسابداری مالی، 9(2)، 97-126.

نوری، مژگان؛ شاه حسینی، محمد علی؛ شامی زنجانی، مهدی و عابدین، بابک (1398). طراحی چارچوب مفهومی رهبری تحول دیجیتال در سازمان‌های ایرانی، مدیریت و برنامه‌ریزی در نظام آموزشی، 12(2)، 211-239.

واکر، اورویل سی؛ بوید، هارپر؛ مالینز، جان و کلود لرش، ژان (1386) استراتژی بازاریابی: با رویکردی تصمیم محور (سید محمد اعرابی و داود ایزدی، مترجمان). (چاپ دوم)، تهران: دفتر پژوهش‌های فرهنگی.

 

References

Abbamonte, K. (2021). Top 43 B2B Marketing Software Tools for 2022 (By Use Case), https://www.leadfeeder.com/blog/b2b-marketing-software-tools/#b2b-marketing-analytics-software.

Abdelmaboud, A., Jawawi, D. N., Ghani, I., & Elsafi, A. (2014). A comparative evaluation of cloud migration optimization approaches: A systematic literature review. Journal of Theoretical and Applied Information Technology, 79(3), 395. http://doi.org/10.1007/978-3-319-07692-8_60.

Abovethefray (2021). Above the Fray Ecommerce Maturity-Model, www.abovethefray.io

ABPMP. (2013). Guide to the Business Process Management Common Body of Knowledge (BPM CBOK). Association of business process management professional version 3.

Aghazadeh, H., Esfidani, M.R. (2015). E-commerce maturity level survey of Iran's top exporters in 2015, Journal of Economic Research, (75), 109. (in Persian)

Ahmadizadeh, A., Akhwan Hijazi, S.M. & Sabour Taynet, A. (2018). Using the Marketing Capability Maturity Model to Evaluate Marketing Processes in Transfo Company, Modern Marketing Research Journal, 1(2), 41-60. (in Persian)

American Association of Change Management Professionals (2018). Change Management Standard. (Farrokh Tellohosseini et al., Trans.). (1th ed.). Tehran, Mehraban Publications. (in Persian)

American Project Management Association (2018). Managing Change in Organizations: A Practical Guide, (Farrokh Tellohosseini et al., Trans.). (1th ed.). Tehran, Shahid Beheshti University Jihad Publications. (in Persian)

Asad Amraji, E., Mohammadian, A., Rajab Zadeh Ghatari, A., Shoar, M. (2017). A Digital Transformation Maturity Model Based on Mixed Method: Case Study of Pharmaceutical Companies. Iranian Journal of Information Management, 5(2), 48-69. (in Persian)

Bahrinejad, R., Khanlari, A., Hasangholipor Yasory, T., Hosseini, S.M. (2018). Identifying the Most Important Marketing Processes in Iran Banking Industry to Develop a Banking Marketing Maturity Model. Journal of Business Management, 10(4), 795-814.
(in Persian)

Bakhtieva, E. (2017). Digital Marketing Maturity Models: Overview and Comparison, World Academy of Science. Engineering and Technology International Journal of Economics and Management Engineering, 11(5), 2-9.

Bandara, W., Indulska, M., Chong, S., Sadiq, S. (2007). Major Issues in Business Process Management: An Expert Perspective. In ECIS 2007- The 15 Th European Conference on Information Systems, 7-9, June 2007 St Gallen, Switzerland.

Basl, J., Doucek, P. (2019). A metamodel for evaluating enterprise readiness in the context of Industry 4.0, Information Journal, 10(3), 89. https://doi.org/10.3390/info10030089

Beets, M.L. & Handley, A. (2018). B2B Content Marketing: 2018 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Beets, M.L. & Handley, A. (2019). B2B Content Marketing: 2019 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Berthelsen, C. B., & Frederiksen, K. (2018). A comprehensive example of how to conduct a literature review following Glaser’s grounded theory methodological approach. International Journal of Health Sciences, 6(1), 90-99.

Brocke, J., V., & Rosemann, M. (2015). Handbook on business process management. Heidelberg: Springer.

Brown, N. & Brown, I. (2019). From digital business strategy to digital transformation– A systematic literature review. SAISIT ‘19: Proceedings of the South African Institute of Computer Scientists and Information Technologists, 1-8.

Camiade, J.M. & Claissem Melanie (2018). The Maturity Model Social Media Marketing, httpss://www.atinternet.com.

Campaign Monitor (2021). 17 Email Marketing Metrics Every Marketer Needs to Know. [1/10/2021].

Chaffey, D. & Smith, P.R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge, Taylor & Francis Group, London and NewYork, Fifth Edition.

Chapman, L. (2021). How COVID-19 has changed b2b marketing & sales, Trew Marketing, https://www.trewmarketing.com/smartmarketingblog/how-covid-19-has-changed-b2b-marketing-sales.

Cianci, B. (2020). The B2B Sales KPIs You Should Be Tracking According to 60+ Experts, https://databox.com/b2b-sales-kpis-every-company-should-be-tracking. [1/10/2021].

Cokins, G. (2012). Evaluating the costing journey: a costing levels continuum maturity framework 2.0. New York. P.29.

Colli, M., Berger, U., Bockholt, M., Madsen, O., Møller, C., & Waehrens, B. (2018). A maturity assessment approach for conceiving context-specific roadmaps in the Industry 4.0 era. Annual Reviews in Control, 48, 165-177. https://doi.org/10.1016/j.arcontrol.2019.06.001

Cortez, R.M. & Johnston, W.J. (2017). The future of B2B marketing theory: A historical and prospective analysis, Industrial Marketing Management, 66, 90-102.

Cseng, Lim (2021). Brand Maturity Model, China International Nameplate Development Association.

De Bruin, T., Freeze, R., Kaulkarni, U., & Rosemann, M. (2005). Understanding the main phases of developing a maturity assessment model. In Australasian Conference on Information Systems (ACIS), 2005, Australia, New South Wales, Sydney.p.109.

Deloitte, (2018). Digital Maturity Model Achieving digital maturity to drive growth.

Demand Metric (2020). Content Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). CRM Maturity Model, https://www.demandmetric.com/

Demand Metric, (2020). Customer Engagement Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Demand Generation Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Digital Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Email Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Go-to-Market Framework, https://www.demandmetric.com/[9/2/2022].

Demand Metric, (2020). Lead Generation Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Mobile Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Public Relations Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Sales enablement Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Sales Training Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Shopper Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Social Media Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). Video Marketing Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Demand Metric, (2020). World Class Marketing Organization Maturity Model, https://www.demandmetric.com/ [9/2/2022].

Didarme (2020). 12 KPI in B2B, https://didar.me/key-performance-indicators-kpis/

Didekhani, H., Mehrani, H., Badiei, F. and Yousefi Komijani, A. (2011) Designing a model for evaluation and strategy selection of multiple distribution channels in the dairy supply chain - Fuzzy decision approach, Business Research Quarterly, 92, 55-79. (in Persian)

Dopson, E. (2020). The 20 Most Important B2B KPIs According to More Than 50 Businesses, https://databox.com/most-important-b2b-kpis. [2/9/2021].

Ebert, T. (2016). Building A B2B Marketing Flywheel, http://www.toddebert.com/building-b2b-marketing-flywheel/

Edynamic (2021). B2B Marketing Operations: The Marketing Operations Maturity Model, http://www.edynamic.net/marketing-operations. [7/11/2021].

Edynamic (2021). Business and Marketing Needs: ACHIEVE Model, http://www.edynamic.net/marketing-operations. [7/11/2021].

Ellett, J. (2020). The CMO Solution Guide for Building a Modern Marketing Organization, the CMO Club & ORACLE Marketing Cloud.

Fischer, M., Imgrund, F., Janiesch, C., & Winkelmann, A. (2020). Strategy archetypes for digital transformation: Defining Meta objectives using business process management. Information & Management, 57(5), 103262. https://doi.org/10.1016/j.im.2019.103262

Fortella (2020). The State of B2B Marketing 2021 Lessons and Insights from Today’s, Top-Performing B2B Marketers.

Fraser, P., Moultrie, J., & Gregory, M. (2002). The use of maturity models/grids as a tool in assessing product development capability. In IEEE international engineering management conference, 1, 244–249.

Gartner, (2018). Gartner Marketing Maturity Assessment Tool, httpss: //www.Gartner.com. [2/5/2021].

Ghazinoori, S., Olfat, L., Bamdad Soofi, J., Ahadi, R. (2019). A CRM process maturity model emphasizing the supply chain capabilities: A case study of the organic agricultural products supply chain, Journal of Business Administration Researches, 11(22).
(in Persian)

Ghobakhloo, M. (2018). The future of manufacturing industry: A strategic roadmap toward Industry 4.0. Journal of Manufacturing Technology Management, 29(6), 910-936. https://doi.org/10.1108/JMTM-02-2018-0057

Glaser, B., & Strauss, A. (1999). Discovery of Grounded Theory: Strategies for Qualitative Research. Routledge. https://doi.org/10.4324/9780203793206

Greene, J. (2021). 49 SEO KPIs Every SEO Pro Should Track and Measure, https://databox.com/most-important-seo-kpis

Greene, J. (2021). The 23 Most Important Ecommerce KPIs for Tracking & Growing Sales, the 23 Most Important Ecommerce KPIs for Tracking & Growing Sales, https://databox.com/ecommerce-kpis.

Greene, J. (2019). The 28 Blog KPIs that Most Content Marketers Recommend Tracking, https://databox.com/most-important-blog-kpis

Hallowell, S. (2020). Go-to-Matket maturity model pillar: targeting the right customers, linkdin.

Handley, A. & et al. (2020). B2B Content Marketing: 2020 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Hausberg, J., Liere-Netheler, K., Packmohr, S., Pakura, S., & Vogelsang, K. (2019). Research streams on digital transformation from a holistic business perspective: A systematic literature review and citation network analysis. Journal of Business Economics, 89, 931-963. https://doi.org/10.1007/s11573-019-00956-z.

Hayat, J. & Timothy, Ch. (2017). Change Management: The People Side of Change, Farrokh Tellohosseini et al., Trans.). (3th ed.).  Tehran, Director Fallah Publications. (in Persian)

Horváth, D., & Szabo, R. Z. (2019). Driving forces and barriers of Industry 4.0: Do multinational and small and medium-sized companies have equal opportunities? Technological Forecasting and Social Change, 146, 119-132. https://doi.org/10.1016/J.TECHFORE.2019.05.021

Ismail, M. H., Khater, M., & Zaki, M. (2017). Digital business transformation and strategy: What do we know so far? Cambridge Service Alliance, 10. https://cambridgeservicealliance.eng.cam.ac.uk/resources/Downloads/Monthly%20Papers/2017NovPaper_Mariam.pdf

Jen Doyle (2012). B2B Marketing Benchmark Reprot: Research and insights on attracting and converting the modern buyer, Marketo, Matketingsherpa.

Jepma, W. (2020). 5 of the Most Important KPIs to Measure after COVID-19, https://blog.marketveep.com/the-most-important-kpis-to-measure-after-covid-19.

Ju-Yeon Lee & Irina V. Kozlenkova & Robert W. Palmatier (2014). Structural marketing: using organizational structure to achieve marketing objectives, Journal of the Academy of Marketing Science.

Kahramanlou, H. & Karmi Tabrizi, M. (2006). Multiple channel strategy in B2B marketing, the first international conference on supply chain management and information systems, Tehran. (in Persian).

Katyal, P. (2018). B2B Technology Marketing Maturity Framework: Evaluate and Enhance Your Marketing Effectiveness, https://www.business2community.com/  [5/11/2021].

Katzon, E. (2020). 6 Key B2B Marketing KPIs to Measure, https://www.oktopost.com/blog/6-key-b2b-marketing-kpis-to-measure/

Kiera Abbamonte, (2021). Top 43 B2B Marketing Software Tools for 2022 (By Use Case), https://www.leadfeeder.com/blog/b2b-marketing-software-tools/#b2b-marketing-analytics-software. [5/11/2021].

Kozina, M. (2011). applying the CMMI model in software process improvement. The 22nd International DAAAM Symposium, Volume 22, No. 1, page 429-430.

Krakauer, J. (2021). Social Media Marketing Maturity Model: A Guide to All 6 Levels, https://wearesculpt.com/blog/social-media-maturity/ [8/2/2022].

Kunsman, T. (2020). 12 Best B2B Marketing Tools To Improve Your Tech Stack, https://everyonesocial.com/blog/b2b-marketing-tools/

Kunsman, T. (2020). 12 Best B2B Marketing Tools to Improve Your Tech Stack, https://everyonesocial.com/blog/b2b-marketing-tools/ [1/7/2021].

Lansipuro, H. (2020). Capability Maturity Model for Data-Driven Marketing, Jyvaskyla University School of Business and Economics, Master Thesis.

Lichtblau, K., Stich, V., Bertenrath, R., Blum, M., Bleider, M., Millack, A., Schmitt, K., Schmitz, E. & Schröter, M. (2015). IMPULS-industrie 4.0-readiness.

Malnik, J. (2020). 39 Most Important KPIs to Track across Your Company, https://databox.com/important-kpis#head2. [7/12/2021].

Malnik, J. (2020). 39 Most Important KPIs to Track across Your Company, https://databox.com/important-kpis#head2.

Malnik, J. (2021). 12 Marketing KPIs You Should Share With Your Manager, https://databox.com/which-marketing-kpis-to-share-with-your-boss. [7/12/2021]

Malnik, J. (2021). 12 Marketing KPIs You Should Share With Your Manager, https://databox.com/which-marketing-kpis-to-share-with-your-boss

Malnik, J. (2021). The Definitive List of Marketing KPIs Every Team Should Track, https://databox.com/the-definitive-list-of-marketing-kpis-every-team-should-track#header1. [7/12/2021].

Malnik, Jessica (2021). The Definitive List of Marketing KPIs Every Team Should Track, https://databox.com/the-definitive-list-of-marketing-kpis-every-team-should-track#header1.

Marx, F., Worthmann, F., & Mayer, J. H. (2012). A maturity model for management control systems. Business & Information Systems Engineering, 4(4), 193–207.

McKnight, C. (2021). Assessing and Improving Your Customer Engagement Maturity, Digital Clarity Group.

MediaBeacon, (2018). Digital Marketing Maturity Model, httpss://www.mediabeacon.com. [1/10/2021].

Menges, Steven A. Liff, David K. (2017). The Business-to-Business Marketing Maturity Models, Copyright B2B3 LLC, www.b2b3.org. pp.1-22 [9/2/2022].

Mohammad Siros, K., Sabour Taynet, A. & Homayounfar, H. (2006). Introducing a framework for problem solving in the marketing process of business units based on the maturity model of the marketing process, 5th International Management Conference, Tehran.
(in Persian)

Murton Beets, L. & Handley, A. (2018). B2B Content Marketing: 2018 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa. pp.5-17

Murton Beets, L. & Handley, A. (2019). B2B Content Marketing: 2019 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa. 7.38

 Nasertorabi, Talaneh & Mansouri (2022). The Role of Organizational Change Management Improving the Level of Management Accounting Maturity. Journal of Financial Accounting Knowledge, 9(2),  97-126. (in Persian)

Nouri, M., Shah Hoseini, M., Shami Zanjani, M., & Abedin, B. (2019). Designing a conceptual framework for leading digital transformation in Iranian companies.[Journal of Management and Planning in Educational Systems, 12(2), 211- 242. https://doi.org/10.29252/mpes.12.2.211. (in Persian)

Orzes, G., Rauch, E., Bednar, S., & Poklemba, R. (2018, December). Industry 4.0 implementation barriers in small and medium sized enterprises: A focus group study. 2018 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) (pp. 1348-1352). IEEE.https://doi.org/10.1109/ieem.2018.8607477.

Osborn, M. (2017). 10 Kpis to measure successful B2B marketing, https://blog.apruve.com/10-kpis-to-measure-successful-b2b-marketing.

Osborn, M. (2017). 10 Kpis to measure successful B2B marketing, https://blog.apruve.com/10-kpis-to-measure-successful-b2b-marketing.

Pandey, N., Nayal, P. and Rathore, A.S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204. https://doi.org/10.1108/JBIM-06-2019-0283

Paulk, M.C., Curtis, B., Chrissis, M. B. & Weber, C.V. (1993). Capability Maturity Model for Software, Version 1.1. Software Engineering Institute.

Prosci. (2014). Prosci Change Management Maturity Model™ Audit, Loveland, Co: Change Management Learning Center. P.7.

Prosci. (2018). Best Practices in Change Management. Loveland, Co: Change Management Learning Center. pp.30-43

Prosci. (2020). Best Practice of Change Management, Loveland, Co: Change Management Learning Center. pp.77-141

Prosci. (2020). Change Management Toolkit: Using Prosci’s ADKAR model for managing the people side of change, Loveland, Co: Change Management Learning Center. p.234

Prosci. (2022). Best Practices in Change Management. Loveland, Co: Change Management Learning Center. p.9

Pulizzi, Joe & Handley, Ann, (2013). B2B Content Marketing: 2013 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2014). B2B Content Marketing: 2014 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2015). B2B Content Marketing: 2015 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2016). B2B Content Marketing: 2016 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

Pulizzi, Joe & Handley, Ann, (2017). B2B Content Marketing: 2017 Benchmark, Budgets, and Trends-North America, Marketo, Matketingsherpa.

PWC. (2014). Pricing Matturity Assessment, B2B Pricing, www.pwc.an/pricing. [1/10/2021]

Qalich Khani, M., Samadi Moghadam, Y., Fathi Hafeshjani, K. (2019). Identifying the main dimensions of digital transformation in industrial organizations using a systematic background approach, Technology Development Management Quarterly, 8(4).
(in Persian)

Rahmani, A. (2012). Internal Audit Capability Model, Accountant Monthly, 28 (10), 24-33.
(in Persian)

Rosemann, M., Bruin, T. (2005). Application of a Holistic Model for Determining BPM Maturity. BPTrends, 1-21.

Roskey, Ann. (2013). Modern Marketing Maturity Model, ORACLE. p.11

Salkin, C., Oner, M., Ustundag, A., & Cevikcan, E. (2018) A Conceptual Framework for Industry 4.0. In A. Ustundag & E. Cevikcan (Eds.), Industry 4.0: Managing the digital transformation (pp. 3-23). Springer, Cham. https://doi.org/10.1007/978-3-319-57870-5_1

SAP, (2018). Maturity Model for Data-driven Government, www.sap.com. pp.113

Schumacher, A., Erol, S., & Sihn, W. (2016). A maturity model for assessing industry 4.0 readiness and maturity of manufacturing enterprises. Procedia CIRP, 52, 161-166. https://doi.org/10.1016/j.procir.2016.07.040

Schwartz, J. (2018). Marketing Maturity Model: A Roadmap for Marketing Renewal, https://www.itsma.com/ [8/11/2021].

Seebacher, Uwe G., (2021). The B2B Marketing Maturity Model: What the Route to the Goal Looks like!" Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, chapter 3, pages 53-88, Springer.

Shami Zanjani, Mehdi, (2021) Models for measuring the maturity of customer experience management, site http://shamizanjani.ir/ [9/2/2022]. (in Persian).

Shane Barker, (2021). 17+ Best B2B Marketing Tools & Software You Need in 2022, https://shanebarker.com/blog/b2b-marketing-tools/ [7/2/2022].

Silva, M. (2015). A systematic review of Foresight in Project Management literature. Procedia Computer Science, 64, 792-799.

Sohrabi, B., Haghighi, M., Khanlari, A. (2010). Customer relationship management maturity model (CRM3): A model for stepwise implementation. International Journal of Human Sciences [Online]. 7:1. Available: http://www.insanbilimleri.com/en.

Sohrabi, B., Musa Khani, M. & Khanlari, A. (2008). Customer Relationship Management Maturity Measurement Model, Sharif Industrial Engineering and Management, 1(1), 117-127. (in Persian)

Spaho, K. (2010). Sales Organization and Functionality in Companies on the Industrial Market in Bosnia and Herzegovina, Management Research and Practice, 21(4).

Spry, L., Athey, J. (2020). Intro to the Brand Management Maturity Model A guide to assessing your Widen Collective® maturity, Widen.

Tarhan, A., Turetken, O., and Reijers, H.A. (2016). Business process maturity models: a systematic literature review. Information and Software Technology, 75, 122-134.

Teichert, R. (2019). Digital transformation maturity: A systematic review of literature. Acta universitatis agriculturae et silviculturae mendelianae brunensis, 67(6), 1673-1687. http://dx.doi.org/10.11118/actaun201967061673

Tekic, Z., & Koroteev, D. (2019). From disruptively digital to proudly analog: A holistic typology of digital transformation strategies. Business Horizons, 62(6), 683- 693. https://doi.org/10.1016/j.bushor.2019.07.002

Trello (2021). B2B Marketing Capability Scale, https://trello.com/ [1/7/2021].

Usan (2021). The Omni-Channel Customer Engagement Maturity Model: Learn how to achieve omni-channel success and beyond, www.usan.com.

Valdez-de-Leon, O. (2016). A digital maturity model for telecommunications service providers. Technology Innovation Management Review, 6(8). 19–32.

Vidyard (2020). The 4 Stages of Video Marketing Maturity, The Video Marketing Maturity Model, https://www.vidyard.com/

Walker, O.C., Boyd, H., Mullins, J. & Claude Lerche, J. (2016) Marketing strategy: with a decision-oriented approach, (Seyed Mohammad Arabi and Daoud Ezadi, Trans.) (2th ed.). Cultural Research Office, Tehran. (in Persian)

Web Enertia (2019). How to structure B2B tech website pages and content to drive results, B2B Digital Brand Experience Agency.

Wen-Jung, Ch. (2014). Market orientation and business-to-business (B2B): A meta-analysis Perspective, Int. J. Services Technology and Management, 20, Nos. 1/2/3.

Wolfswinkel, J. F., Furtmueller, E., & Wilderom, C. P. (2013). Using grounded theory as a method for rigorously reviewing literature. European journal of information systems, 22(1), 45-55. https://doi.org/10.1057/ejis.2011.51.

Yun, W., Road, M. & Ji, Sh., Deng, Qi (2017). Social Media Capability in B2B Marketing: toward a definition and research model, Jornal of Business & industrial marketing.

Zande Asrar, F. (2021). Is acquainted with nine key performance indicators (KPIs) of marketing, website https://infogramacademy.com/blog/kpi. (in Persian)

Zucker, M. (2018). The Maturity Model for Marketing, Available in: https://www.linkedin.com/pulse/maturity-model-marketing-mat-zucker/ [9/5/2021].

آمار
تعداد مشاهده مقاله: 16,220
تعداد دریافت فایل اصل مقاله: 12,733


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب