Research and analysis of marketing personnel misconduct based on FISM-MICMAC model
DOI:
https://doi.org/10.54691/bcpbm.v22i.1243Keywords:
marketing behavior; competition; FISM-MICMAC.Abstract
Marketing behavior is one of the critical factors for operators' success. Operators may conduct improper operations while using marketing methods to attract consumers and obtain certain economic benefits. This paper analyzes the influence factors of marketing personnel misconduct. Based on Fuzzy-ISM-MICMAC (Interpretive Structure Modeling-Matrice 'Impacts Croises Appliqueeaun Classement) model calculation. Considering marketing personnel's misconduct in commercial activities as the research starting point, it is divided into four aspects: human quality, environmental constraints, institutional defects, and management problems, including 14 indicators. This paper aims to analyze the misconduct of marketing personnel, promote marketing personnel to use proper marketing methods for business activities, improve consumer recognition, create a harmonious business atmosphere, and promote the market's healthy development.
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