A Study Effects Architectural Marketing Capabilities on Performance Marketing unit Based on: Morgan et al case: Past Industry in Tehran

Over a period of time architectural marketing capabilities combination of knowledge and skills develop in to capabilities. These architectural marketing capabilities have been identified as one of the important ways firms can achieve a competitive advantage The following research tests effects architectural marketing capabilities on performance marketing unit Based on a survey .a structural equation model was developed to test our hypotheses. the study develops a structural model linking architectural marketing capabilities and performance marketing. A study of 80 SME past industry in Tehran reveals that two key marketing capabilities, namely architectural marketing capabilities and specialized marketing capabilities This is the first SME study to study concurrently the contribution of architectural marketing capabilities and performance marketing, with innovation capability the strongest determinant of SME performance. The results show that architectural marketing capabilities significantly impact on the performance marketing unit. The development of marketing capabilities is also found to be significantly related to firm performance. The marketing capabilities has considerably influenced on performance marketing as it helps performance firms. Among architectural marketing capabilities, offer efficient ways to collect market information and architectural marketing capabilities allow firms to reach dispersed overseas markets in a quick and efficient way The open character of the architectural marketing capabilities may imply, though, that the impact of architectural marketing capabilities on Performance Marketing unit .