Presenting a Conceptual Model of Internal Marketing Development Considering the Fundamental Role of Economic Approach to Water and Wastewater Industry in Improving Performance

Document Type : Research Paper


1 PhD Student, Dept. of Business Management, Faculty of Humanities, Islamic Azad University, Abhar, Iran

2 Assist. Prof., Dept. of Business Management, Faculty of Humanities, Islamic Azad University, Abhar, Iran


This study presents a conceptual model with regard to the fundamental role of economic attitude towards water industry as one of the key aspects of the development of internal marketing in the water and wastewater industry. In this study, Interpretive Structural Analysis (ISM) method was used to collect data, interview, design conceptual model and gather data. The results show that according to the conceptual model presented in this study, the economic attitude towards the water industry with high penetration power is recognized as the most fundamental and influential aspect of the development of internal marketing. According to the linkage analysis method, especially the dimension of economic attitude to water industry, infiltration power - dependency is one of the most important aspects of development of internal marketing. In this respect, drafting of outsourcing regulation to improve the performance of water and wastewater industry is necessary.


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