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Studying the Role of Modern Marketing in Developing Non-Oil Exports (A case Study: Carpet Industry in Eastern Azerbaijan Province)

Author Affiliations

  • 1Department of Marketing Management, Payame Noor University, PO BOX 19395-3697 Tehran, IRAN
  • 2 Department of Art, Payame Noor University, PO BOX 19395-3697, Tehran, IRAN

Res. J. Recent Sci., Volume 2, Issue (6), Pages 83-89, June,2 (2013)


The expansion of non-oil exports needs controlling the imports and doing efforts to develop national production through the recognition of the present capabilities besides supplying the subsets. Thus, studying the problems of the exporters and trying to remove them is considered to be an important step towards the development of the exports and economic flourishing. The present research aims at studying the role of modern marketing in developing the carpet exports in Eastern Azerbaijan Province to identify the weak points and strong points of the current situation by recognizing the mixture of the important elements of marketing and the effective variables on the process of exports and developing carpet exports. Thus, based on the marketing literature, the role of the research variables which entail the famous 4 Ps in marketing as the product, price, the distribution channel, and promotion and advertisement which are called marketing associates on carpet exports was investigated. Regarding research methodology, we have used the correlation test and Freedman's test to measure the relationship and rank the research variables in developing hand-woven carpet exports. The research results showed that the exporters could not present the exporting carpet in the appropriate location, appropriate time, and with the desirable format due to the lack of knowledge about the different techniques in marketing and the lack of knowledge about the consumers, market, rivals and other variables which affect the process of carpet export.


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