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Title
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بررسي رابطه بين استراتژي بازاريابي صنعتي و منابع ايجاد كننده مزيت رقابتي در شركتهاي خدماتي
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Type
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Presentation
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Keywords
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service, strategy, marketing strategy, competitive advantage, competitive advantage resources
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Abstract
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The study was conducted to identify the relationship between the choice of marketing strategy and sources of competitive advantage among service companies and industrial and organizational markets. This study is qualitative research in terms of the nature of the data. For this purpose, internal and external investigations conducted with regard to subject of research using library method and valid scientific and academic resources were reviewed. In the theoretical literature section, unique characteristics of service businesses and the increasing importance of these businesses and their status in the economy of country were studies. Then, studies were conducted in the field of creating competitive advantage and the importance of addressing this issue among service companies with regard to the specific characteristics of this market, such as more competitive conditions. The results of the study indicate that the marketing strategy and the resources creating competitive advantage have bilateral relationship. It means that the existence of unique resources in company will create competitive advantage and selection of appropriate marketing strategy and these conditions (selecting the appropriate marketing strategy and achieving competitive advantage) in service organizations will lead to development of resources creating competitive advantage.
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Researchers
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Majid Esmaeilpour (First researcher) ,
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