Providing Innovative Model of Research and Development in Guerrilla Marketing and Emphasis on Its Role in the Global Village

Understanding and development of marketing programs for products and services, is one of the essential needs of managers in organizations. But many of managers are unresponsive to this aspect and observing the subject of numerous studies, indicates that one of the main reasons for the failure of smallbusinesses, is the lack of comprehensive marketing program that do not distinguish some differences between the two concepts of sales and marketing . Given that nowadays in organizations are conditions of uncertainty ruling, so any changes in commodity prices, exchange and interest rates, stock prices and othereconomic changes, can change organizations. Therefore, one of the tasks of research and marketingdevelopment unit is minimizing uncertainty and risks by innovation in products and services. Therefore, this study is based on priority:1-providing a model for innovation in product marketing that is combination of new strategic management and marketing models. 2-Study the effect of strategic communication factors in organizational innovation which is provided in the form of guerilla marketing. 3- With different attitude of design, engineeringresearch and development, sales and marketing and beside of the description model, this study is focused on impact of research and marketing development, in the global village. This study has been presented to collect information about the different attitudes of manpower (which is the main source of product and innovation development) to offer to senior managers of organization and to improve future decisions.

کلیدواژه ها:

strategy ، research and development ، marketing ، guerrilla marketing (Partisan)