Political Marketing Policy Making Perspective in Iran

Document Type : Research Article


1 Assistant Professor ,Business Management, , University of Tehran, Tehran, Iran

2 Professor, Political Science, University of Tehran, Tehran, Iran

3 PhD Candidate, Marketing Management, University of Tehran, Tehran, Iran

4 Master, Marketing Management, Imam Sadeq University, Tehran, Iran


However almost five decades have passed from the beginning of political marketing research in the world &two decades in Iran, the path of research always needs to be reviewed pathologically. Surveys show that the scientific &practical position of political marketing in Iran is not desirable &it is essential to draw out its strengths &weaknesses scientifically for achieving more effectiveness. In this regard, summarization, critical review &providing suggestions for future research are the objectives of this article. To achieve those, a systematic literature review with a critical approach is implemented in order to prepare a description of Iranian political marketing research &also implications for further research. Results indicate that there are four improvable dimensions(including repetitive &limited subjects, a superficial perspective, carelessness about theoretical development &less research in other fields) &three strengths(including exploiting emerging concepts, a strategic &process view, &a problem-solving approach &domestic view) for political marketing research in Iran.


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