The Explanation and Validation of the Model of Marketing Policy of Cultural and Creative Goods and Services

Araei, Vahid; Eslami Mofid Abadi, Hossein; Eslami, Seyed Mahmoud

The Explanation and Validation of the Model of Marketing Policy of Cultural and Creative Goods and Services

Document Type : Original Article

Authors

Vahid Araei ¹

Hossein Eslami Mofid Abadi ²

seyed mahmoud eslami ³

¹ Department of Public Administration and Public Policy, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

² Department of Accounting and Management, Shahryar Branch, Islamic Azad University, Shahriar, Iran

³ Department of Public Administration and Public Policy, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Policy-making is the basic function of the government and the process of intervention in order to achieve results and realize its political vision. The study of public policy seeks to describe and explain government policy and how to influence and change it. Therefore, the current research has been carried out with the aim of explaining and validating the policy model of marketing of cultural and creative goods and services in the Ministry of Culture and Islamic Guidance. The research method is based on practical purpose and based on exploratory data collection. The tool for preparing and collecting research data was based on a questionnaire, and the relationship between the key variables of the research was also investigated with correlation analysis techniques. The statistical population of the present study included; The experts and managers of the Ministry of Culture and Islamic Guidance and the experts of the university units, which are 384 statistical samples, were selected and the questionnaire was distributed among them. Descriptive and inferential statistical techniques have been used for data analysis. Also, statistical software (SPSS) and Lisrel structural equation modeling statistical software (Lisrel) have been used for data analysis. The findings of the research indicate that the role and position has a significant in the structural model of the marketing policy of cultural and creative goods and services in the Ministry of Culture and Islamic Guidance.

Keywords

Marketing

Marketing Policy

Goods and Services

Cultural and Creative

20.1001.1.23830263.1403.3.1.5.4

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