Developing an Integrated Marketing Mix Based on the Behavior of Industrial Customer: The Case of Behran Oil Company

The present study was conducted in order to develop an integrated marketing mix based on industrial customer behavior in the oil products market. The statistical population consisted of experts and managers of oil industry, from among which a sample of 15 people was selected using purposeful techniques. Semi-structured interviews were performed for data collection, and data analysis was based on grounded theory via axial, selective, and open coding process. The resulting model was ultimately identified as a template for integrated marketing mix model based on the industrial customer behavior. The findings showed that for the development of an integrated marketing mix based on the development of industrial customer behavior, industry managers should closely consider all categories and subcategories distinguished in this study and obtain adequate information about all of them. Besides, this study shows that there is a need to pay attention to the development of an integrated marketing mix based on the behavior of industrial customers.