نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسیارشد مدیریت اجرایی دانشگاه پیامنور کرج
2 استادیار دانشگاه پیام نور یزد
3 دانشجوی دکتری بازاریابی بینالملل، دانشگاه تربیت مدرس
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The main purpose of this research is identifying and prioritizing the index of success in marketing university books by performing different researches and examining investigation records, strategic decisions combined with marketing, have been considered as inner environmental factors and technology and time have been considered as outer environmental factors affecting work. Publishers in Tehran build up the statistical society and the statistical sample consists a number of 220 people. The selection of publishers has been performed in a simple random manner and questionnaires have been used for the collection of data. The justifiability of the questionnaires are simulative and the reliability has been approved through Cronbach's Alpha coefficient and in order to analyze the research data, solidarity coefficient of Spearman and fridman have been used. The results of the ranking of elements are respectively as follows: positioning 6.048, product5.876, time5.621, place5.308, technology5.162, promotion4.899, price4.694, targeting4.154, and segmentation3.237.
کلیدواژهها [English]
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