Purpose: The main purpose of the research is to provide a 
model of marketing capabilities with an emphasis on 
effectiveness and communication.
Materials and methods: This research is an exploratory 
research that is applied in terms of its purpose and descriptivesurvey and field type in terms of its nature. The theoretical 
foundations of the research were obtained with the help of 
semi-structured interviews and questionnaires. The qualitative 
statistical population of this research was the experts and 
professors and strategic managers of Iran's National Drilling 
Company. 10 people were randomly selected. In order to 
extract the paradigm model of marketing capabilities with 
emphasis on effectiveness and communication, in the first 
step, the concepts obtained from the interviews and document 
review were extracted and recoded. This work was done by 
naming and categorizing the phenomena through a detailed 
examination of the extracted data. In the qualitative analysis, 
the interviews conducted through open coding and axial 
coding of categories were done, which led to the identification 
of the concepts and dimensions of the capability model. 
Marketing with an emphasis on effectiveness and 
communication.
Findings: The results of the research showed that the 
dimensions of the marketing capabilities model with an 
emphasis on effectiveness and communication include 
strategic capabilities, operational capabilities, practical 
capabilities, internal capabilities of the company, and external 
capabilities and communications.
Conclusion: Therefore, it is suggested that access to the 
customer according to the conditions, ability of external 
knowledge, knowledge of customers, ability to connect to the 
customer, technical knowledge and strengthening and 
increasing the skills of human resources and human capital in 
National Iranian Drilling Company