Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance
AbstractThe purpose of the present paper is to examine effect of effect of appropriate marketing mix strategies on Iranian protein products export performance. 4P (Price, Product, Place, Promotion) were selected as marketing strategies. The data used to test the hypotheses were collected through an online standard questionnaire. The respondents were asked to rate on the scale between strongly agree and strongly Disagree. Reliability of questionnaire was measured using Cronbach Coefficient Alpha. The results show that export performance was affecting all factors except of promotion. Generally, the findings indicate that export development of Iranian protein products is affected by the use of appropriate marketing strategy. Thus, exporters can improve their performance with select appropriate marketing strategy.
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Bibliographic InfoArticle provided by Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences in its journal International Journal of Academic Research in Accounting, Finance and Management Sciences.
Volume (Year): 3 (2013)
Issue (Month): 3 (July)
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Web page: http://hrmars.com/index.php/pages/detail/Accounting-Finance-Journal
Strategy international marketing; export; marketing mix;
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