Designing a Holistic Marketing Model in the Telecommunications Services Sector

Abstract

Objective: This study aimed to design and explain a holistic marketing model in the telecommunications services sector. Methodology: The research is applied in nature and employs a mixed-methods approach (qualitative-quantitative). In the qualitative phase, 11 experts in marketing and senior managers of telecommunications companies were selected through purposive sampling and interviewed using semi-structured interviews. In the quantitative phase, a questionnaire with 29 items was distributed among 108 marketing and sales managers and staff of telecommunications companies in Tehran and Hamedan. The quantitative data were analyzed using SPSS and Smart-PLS software. Findings: The results revealed that the holistic marketing model in the telecommunications services sector consists of six main themes and twenty-nine sub-themes. This model helps telecommunications companies to enhance customer loyalty, improve market share, and elevate overall company performance by utilizing both traditional and modern marketing strategies. Conclusion: The study concludes that implementing a holistic marketing model can positively impact the performance of telecommunications companies. To successfully implement this model, companies should leverage modern marketing approaches such as experiential marketing, social media marketing, and collaborative marketing.