رضا شافعی

Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives.  One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.

Introduction : Considering that it is necessary to pay attention to ethical values ​​in marketing and also limited research has been done in this field in our country. The present research aims to study the impact of social commerce on the electronic loyalty of customers with an emphasis on ethical values ​​among customers of Shahre Ketab in Iran. Material and Methods : This research includes two qualitative and quantitative phases. In the qualitative phase, the community included all managers of Shahre Ketab Institute and the statistical sample included 12 managers of Shahre Ketab. The method used in the qualitative phase was the meta-synthesis. In the quantitative phase of the research, the statistical population included experts selected in the qualitative phase. The techniques used included fuzzy Delphi and interpretive structural modeling. Excel and MATLAB software were used to analyze the data of this section. Results : The findings of the qualitative section indicated the extraction of 196 primary codes and 23 components for the variable of social commerce and 64 primary codes and 15 components for the electronic customer loyalty variable. Based on the findings of the quantitative phase, among the 23 components of social commerce, 6 components were approved, and among the 15 components of electronic ethical loyalty of customers, 5 components were approved. Based on the results of interpretative structural modeling, the components of social business were placed in three levels. Conclusion : Considering the importance of the role of moral values ​​of customers in creating electronic loyalty in the context of social commerce, it is necessary to pay attention to the role of ethical values ​​and the effects of this variable on creating electronic loyalty of customers.

Purpose: Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity—by establishing the brand in memory and creating a brand image—as well as drive sales and even affect shareholder value. Methodology: This study aimed to investigate the integrated approach of marketing communications and its impact on tourism marketing in Soleimani Governorate. For the current study, an analytical descriptive technique employed to match the nature and circumstances of gathering reliable academic descriptions of the phenomenon's status quo while making initial assumptions.The sample size used for the study was 252 employees from the population selected at tourism organizations.The researcher used a range of statistical methods using the SPSS program and Amos Program in order to analysis data.The study showed that integrated marketing communications have become one of the most important factors on which various tourism companies rely to attract tourists, in line with the development in the surrounding environment, the aspirations of tourists and changes in the ways they deal with tourism programs.Integrated Marketing Communications is the link between tourism institutions and their target audience of tourists. Where the tourism activity is based on the role of integrated marketing communications in introducing tourists to the tourism potentials and potentials that the region enjoys. Findings: The results showed that there are no significant statistically differences among the researched organizations towards the study variable according to the difference in all their personal characteristics: gender, age, academic qualification, and years of experience. Conclusion: The results of the statistical analysis of the field side showed that more than half of the respondents in the surveyed tourism companies in the city of Sulaymaniyah in the Kurdistan Region of Iraq are males compared to females.