Volume 14, Issue 33 (spring & summer 2018)                   goljaam 2018, 14(33): 183-200 | Back to browse issues page

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Abbasi R, kazemi Z. Identification of suitable promotional and promotional tools for promoting the handmade carpet brand in foreign markets Assistant Professor, Department of Management, Faculty of Humanities, Hazrat Masoomeh University, Qom, Iran Master's degree in Business Management, Hazrat Masoumeh University, Qom, Iran . goljaam 2018; 14 (33) :183-200
URL: http://goljaam.icsa.ir/article-1-369-en.html
1- Department of Business Administration, Faculty of Humanities, Hazrat Masoomeh University
2- Masters student Business Administration, Hazrat Masoumeh University
Abstract:   (6436 Views)
The handmade carpet of Iran with outstanding cultural and artistic qualities is a product that has been registered in the non-oil export basket of Iran for decades as a significant commodity. The purpose of this research is to determine the importance of indicators for assessing promotional and promotional tools for handmade carpets and to determine the priority of tools used to introduce this product to customers in foreign target markets. The statistical population of this research consists of 19 experts and expert experts in exporting handmade carpets in Tehran province. Fuzzy AHP method was used to determine the weight of each index as well as to determine the priority of promotional and promotional tools. Were placed. Also, according to the TOPSIS method, exclusive exhibitions, media, commercial ads, publications, tourism tours in Iran, sales, sales representatives, price discounts and sales awards are the top priorities. The research results include suggestions for exporters and planners in this area.
 
 
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Type of Study: Research |
Received: 2018/02/24 | Accepted: 2018/08/13 | Published: 2018/10/4

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