Designing a Model for Realization of Sustainable Marketing in I.R. Iran Automotive Industry with Emphasis on Effective Marketing Models

Abstract

This paper seeks to describe an integrated management systems approach for the integration of corporate sustainability into Other Marketing Models in I.R. Iran Automotive industry. At first step an extensive review of published literature was conducted and an original framework for structuring the integration of corporate sustainability with other marketing models was determined. Then the framework was developed by experts with qualitative methodologies as deep interview and open questionnaire. At finally the research conceptual model was revised and completed by focus groups. Results shown Internal Marketing, Integrated Cultural Marketing, Social Marketing, Innovated Marketing, Lean Marketing, Strategic Marketing, Green Marketing, Ethical Marketing and Humanity Marketing are effective in realization of Sustainable Marketing in I.R. Iran Automotive Industry. Then in quantitative analysis, the model was evaluated by using multivariate regression and ultimately the ethical marketing, strategy-driven, innovative and humanity marketing were identified as 4 effective models to achieve sustainable marketing. At the end, after discussion some research and practical suggestions are presented.

Keywords

• sustainable marketing
• qualitative methodology
• i.r. iran automotive industry