خلاصة:
The resistance economy is Iran's new strategy to counter the enemy's economic warfare and accelerate the progress of the country's economy.
In recent years, the attention of theorists in all scientific fields, especially human sciences theorists, has been drawn to it.
Since national production is the main pillar of the resistance economy and one of the fundamental problems on the path to the prosperity of 'national production' is the lack of demand; therefore, one of the fields that can help achieve the resistance economy is marketing. Grassroots marketing is one type of marketing that companies implement with the help of consumers.
The current research, using an analytical method based on the idea of grassroots marketing and presenting a model, shows that the approach of being people-oriented and jihadi in the resistance economy can define a special type of marketing, which is grassroots marketing, to achieve the resistance economy and support national production. According to this model, market management in grassroots marketing based on the resistance economy is not carried out by manufacturing companies, but rather the people themselves, with that same jihadi spirit, engage in the promotion, supply, sale, and consumption of Iranian goods.
ملخص الجهاز:
The Role of People-Based Marketing in Realizing the Resistance Economy: A Case Study of the Problems of Manufacturing Units in Qom Province Received Date: 11/3/1397 Acceptance Date: 28/7/1397 Akbar Abdali-Mohammadi Abstract The resistance economy, as Iran's new strategy to counter the enemy's economic warfare and accelerate the country's economic progress in recent years, has attracted the attention of theorists in all scientific fields, especially theorists in the humanities.
The present research, using an analytical method based on the idea of people-based marketing and by presenting a model, shows that the approach of being people-oriented and jihadi-oriented in the resistance economy can define a specific type of marketing, which is people-based marketing, to realize the resistance economy and support national production.
According to this model, marketing management in people-based marketing based on the resistance economy is not carried out by manufacturing companies, but rather the people themselves, with that same jihadi spirit, engage in the promotion, supply, sale, and consumption of Iranian goods.
Finally, by presenting a model of people-oriented marketing based on the resistance economy, this research explains the three main pillars of this type of marketing for the realization of the resistance economy.
Conceptual model of people-based marketing based on the resistance economy (Refer to the page image) The distribution and sales network plays an important role in the marketing of production units.
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