"Modeling of Internal Relations of the Factors Effective on Innovative Marketing of IT Industry in SMEs"

Based on the change speed,innovative marketing in SMEs of IT industry is a necessity for development and survival;this leads companies to respond to market needs via new to leave behind failure challenges.From this perspective,the present applied research has been carried out with the aim of determining the pattern of the internal relations.The data have been gathered by library method and field method.The research population includes experienced Senior Managers of companies of Tehran,and university lecturers with a related research resume;as sample,۱۵ elites have had participation for the purpose of prioritization and reflection of reciprocal relations between the criteria.Pattern of the internal relations. DEMATEL method is used for prioritization and reflection of reciprocal relations between them and results approved that the criteria of vision map has the highest effectiveness and the market focus is the most affected with the most amount of interaction with other factors.

Keywords:

Innovation , Innovative marketing , Modeling of internal relations , SMEs