Integrating internal and external marketing function for a services management marketing model in Iran

The present study seeks to investigate the effect of internal and external market orientation on financial and nonfinancial performance. It is applicable from objective aspect and descriptive-field from methodological aspect. The data was collected through documentary study and field study including questionnaire. All managers, deputies and experts of firms related to Mashhad Province equal to 2505 were the statistical population of the study during the time period 2018. The sample size was estimated equal to 135 by means of random sampling method. Results of regression test indicated the positive effect of internal and external market orientation on financial and non-financial performance of firms related to Mashhad Province. According to the results, information production, information dissemination and how to respond to internal information have a positive and significant effect on financial and non-financial performance. Similarly, information production, information dissemination and how to respond to external information have a positive and significant effect on financial and non-financial performance.