Local Marketing And Its Role On Organizational Performance: A Case Study Of Tehran Tax Administration

Abstract

The present study tries to investigate the effects of local marketing on Tehran tax administration performance. 5 variables (techniques) of local marketing including (senior management, employees’ strategic rewards, appropriate internal communication, developing and training employees, employees’ empowerment) have been used for studying its role on organization performance. Sample for the present research has been selected from managers and experts of Tehran tax administration and the sample size comprises of 196 participants. For collecting data to analyze and testing hypothesis, questionnaire has been used. The results obtained from hypothesis testing indicates that the five mentioned variables (techniques) of local marketing enjoy significant effects on organization performance. The results indicate that senior management enjoys the highest priority and employees’ empowerment enjoys the lowest priority.