Social Marketing

The purpose of this research is to identify the components and indicators of social marketing in small and medium businesses with a resistance economy approach. This research is philosophically positivist with an inductive approach. The current research, from the point of view of the objective, is a descriptive research that has been conducted in a mixed manner. The method of data collection in this research was library and field through interviews with 30 university experts in the fields of management and marketing, organizational experts, management and economics, including top managers, experts, professors and related in the field of management and economics, who the purposeful sampling method was chosen by snowball method. The findings of this study showed four dimensions in the form of 12 components and 46 indicators. The quality dimension has four components: "Technical quality", "Execution quality", "Communication quality" and "Marketing quality", the value dimension has two components: "functional value" and "Emotional value", the behavioral dimension has four components: "Audience cooperation". Motivational desire", "Tension tolerance" and "Customer attitude" and communication dimension are also two components of "Creativity and innovation" and "Democracy". Therefore, based on the results obtained from the research findings, it is suggested that arrangements be made based on knowledge and communication and information innovations to promote social marketing in small and medium businesses with a resistance economy approach.

Unlike other organizations, employees of the oil company retire at the age of 60, and their retirement is not based on 30 years of service. Therefore, they require more attention during their retirement. Accordingly, the aim of this research is to design and explain a socially responsible marketing model with an emphasis on the retired community in Gachsaran Oil and Gas Exploitation Company. The research method was mixed-exploratory, based on foundational data theory in the qualitative phase, using purposive sampling, and in the quantitative phase, using descriptive and inferential statistics and structural equations analysis. The results show that Gachsaran Oil and Gas Exploitation Company has a process that cannot be performed separately from society. Therefore, having socially responsible marketing in the company can help retirees with public services and provide a way to strengthen the motivation of employees and support the interests of the community during retirement. Thus, these organizations need managers who can determine the future path of the organization with depth, guide individuals to the determined path, and create motivation for transformation based on social marketing in employees of organizations