Authors
1
Department of Business Management, Faculty of Business Management, College of Management, University of Tehran
2
Department of Leadership and Human Capital, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran.
3
Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
4
PhD candidate of Business management, Faculty of Management, University of Tehran, Iran
10.22059/aie.2026.412943.1978
Abstract
The main objective of this research is to design the integrated dimensions of the marketing system. Marketing management faces ambiguity in the boundaries of the discipline and a weakening of its strategic position within organizations, and the lack of an integrated framework has hindered effective planning and the formulation of competitive strategies. This research was conducted with a qualitative approach using a systematic literature review. Due to the complexity of marketing management concepts, initial categories were first identified through a systematic review. Then, using the fuzzy Delphi technique in two stages, the final indicators and components were extracted and refined. In the first stage of the fuzzy Delphi, 18 initial categories were reduced to 11 groups, and in the second stage, with expert consensus, 8 final dimensions were confirmed. The research findings led to the design of a comprehensive model that encompasses the essential components for effective marketing management. These components include: Process and Innovation, Structure and Culture, Assets and People, Technology, Environment and Business Analysis, Stakeholder Interactions, Governance and Strategy, and Value and Performance. In conclusion, by designing the integrated dimensions of the marketing system and applying the fuzzy Delphi method to refine the components, this research has taken an effective step toward systematizing marketing activities. The proposed framework, by creating a common language, transparent processes, clear roles, and comparable criteria, facilitates professional learning and helps organizations, through a correct understanding of the central role of marketing, to formulate more coherent planning and strategy.
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