درخت حوزه‌های تخصصی

Information technology is becoming a basic tool for many industries, as well as creating an opportunity for direct active communication of all market participants, which significantly increases competition. As a result, customers have a very large selection of goods and services, fairly easy access to them, and significant price diversification. All this leads to new requirements for modern marketing. Modern marketing significantly changes not only the functions but also the approaches to business processes. A highly competitive environment requires companies to use a system of interconnected marketing tools using an integrated marketing approach. The paper is devoted to investigating advertising prices and advertising strategies of Google. The list of major Google products is analyzed. The relevance of advertising strategies to goals, ad placement, message creation, budget constraints, and ad delivery is determined. The difference in advertising prices in different countries has been studied. The cost per click analysis of European countries is carried out. Using the DEA model analyzed advertisement efficiency by VRS technology and input-oriented efficiency for European countries.

The present research identifies and prioritizes the effective organizational structure components using content (theme) analysis and Delphi technique and hierarchical analysis (Case Study of Regional Electric Companies of Iran). The present study is applied  based on purpose and is exploratory-survey based on the nature and method of data collection. The statistical population of this study includes 36 experts selected from Iranian regional electricity companies. They were identified through targeted sampling. To analyze the research data, statistical software MAXQDA2012, SPSS and EXPERT CHOICE were used. Using these statistical software, in order to test research questions, Kendall test have been investigated. In the qualitative phase, we analyzed and interpreted (coding) of concepts expressed by the experts of the regional electricity companies of Iran, including open, axial and selective coding. The Delphi method was then used to localize and screen the indices obtained. In the content (theme) analysis phase, 20 factors were identified and after gathering the experts 'responses in Delphi periods, the members' concordance was assessed through SPSS software and by calculating the Kendall's coefficient of concordance for the questionnaires, and the investigation and concordance among the experts was obtained 81.9%. The results showed that 15 components were agreed upon by the experts. In the final step, the components were prioritized using the hierarchical analysis approach. The results of the hierarchical analysis showed that among the criteria, the complexity criterion was of the highest importance. The next priorities from the experts' point of view are the inhibitor or developer factors and the technology criterion.