Studying the Effects of Managers Attitudes on Marketing Strategies and their Relationship to the Marketing Performance Metrics in Industrial Companies

The research goals are survey of the industrial manager’s attitudes and procedures, therelationship between marketing strategies and markets metrics models. The method wasdescriptive and the questionnaires were distributed among 85 Tehran food companies’mangers as well as sales and marketing directors. The findings showed that the managerswho use the customer-centric marketing metrics, they applied the metrics that focus toconsumers and promotion programs. Also the managers with the market-centric strategieshave focused on financial metrics and the competitive-centric strategic managers usedinnovation related factors. The other results showed that there are significant relationshipsamong the marketing metrics, strategies, and the manager’s views