نوع مقاله : مقاله پژوهشی
1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران(نویسنده مسئول)
2 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم انسانی، واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
عنوان مقاله [English]
The period of recession is also referred to as the period of recession and crisis. Marketing is a useful tool to identify and meet customer needs and plays a vital role in retaining existing customers during the recession, as well as in attracting new customers and retaining market shares. The main purpose of this research is to conceptualize and design a marketing model. Recession with data-based approach is based on qualitative research method.The research method of the present article is qualitative-exploratory with a data-based paradigm approach. Semi-structured interviews according to the paradigm model were used to collect data. Sampling was purposeful and snowball method which was done with the opinions of 25 members of managers and officials of Pakshoo Industrial Group companies.The findings obtained during the open, pivotal and selective coding process led to the designed model of recession marketing including causal factors, contexts, interventions, strategies and consequences, which finally resulted in 30 categories and 521 codes.Finally, each of the categories was interpreted and research related to the research results were identified and applied. If you choose the right marketing strategy, the period of market recession, which in many cases is a threatening period, can be the best period of market development and profitability, and even increasing market share can be very significant.