APPLICABILITY OF MARKETING MIX TECHNIQUE TO PALACE-MUSEUMS OF TEHRAN: A SURVEY

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HARIRI NADJLA; ELIEEN MALIHE; ABAZARI ZAHRA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: GANJINE-YE ASNAD Year:2017 | Volume:27 | Issue:2 (106) Page(s): 138-153

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Information Journal Paper

Title

APPLICABILITY OF MARKETING MIX TECHNIQUE TO PALACE-MUSEUMS OF TEHRAN: A SURVEY

Author(s)

HARIRI NADJLA | ELIEEN MALIHE | ABAZARI ZAHRA | Issue Writer Certificate

Keywords

MARKETING MIXQ3

GOLESTAN PALACEQ1

PALACE-MUSEUMSQ1

SA'DABAD PALACEQ1

NIAVARAN PALACEQ1

Abstract

Purpose: This research aimed to determine the applicability of MARKETING MIX strategies in the PALACE-MUSEUMS of Tehran, namely Golestan, Sa' dabad and Niavaran.Method/Research Design: A survey was conducted among 386 visitors and 102 staff members. Data gathering tool was a questionnaire.Findings: The mean value of the MARKETING MIX was 113.59 and in point of view of staff was 125.76 in the views of visitors and staff correspondingly (in both of above the average). With regard to application of the seven components of the MARKETING MIX, visitors and staff, with the average of 31.99 and 32.47 correspondingly, the physical evidence component dramatically received the highest points, while the process component, with 6.42 and 7.36 on average by the visitors and the staff respectively, received the lowest points.Conclusion: Considering to the richness of PALACE-MUSEUMS in Tehran, our findings show a promising future for the application of mixed marketing techniques to attract customers.

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APA: Copy

HARIRI, NADJLA, ELIEEN, MALIHE, & ABAZARI, ZAHRA. (2017). APPLICABILITY OF MARKETING MIX TECHNIQUE TO PALACE-MUSEUMS OF TEHRAN: A SURVEY. GANJINE-YE ASNAD, 27(2 (106) ), 138-153. SID. https://sid.ir/paper/99194/en

Vancouver: Copy

HARIRI NADJLA, ELIEEN MALIHE, ABAZARI ZAHRA. APPLICABILITY OF MARKETING MIX TECHNIQUE TO PALACE-MUSEUMS OF TEHRAN: A SURVEY. GANJINE-YE ASNAD[Internet]. 2017;27(2 (106) ):138-153. Available from: https://sid.ir/paper/99194/en

IEEE: Copy

NADJLA HARIRI, MALIHE ELIEEN, and ZAHRA ABAZARI, “APPLICABILITY OF MARKETING MIX TECHNIQUE TO PALACE-MUSEUMS OF TEHRAN: A SURVEY,” GANJINE-YE ASNAD, vol. 27, no. 2 (106) , pp. 138–153, 2017, [Online]. Available: https://sid.ir/paper/99194/en

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