Designing a Strategy Mixed Ethical Marketing in a Children's Book Based on the Parents' Purchase Intention(مقاله علمی وزارت علوم)
Background: Ethical marketing strategy based on position analysis, identifies market opportunities and by defining different market segments and identifying the strengths and weaknesses of the organization, enables competition conditions. Designing a marketing strategy is one of the most important tasks of business planning for publishing companies. This study provides a model for designing a mixed ethical marketing strategy in a children's book based on the parents purchase intention. Method: The research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population included the employees of cultural institutions that produce children's books. Sampling was done by simple random sampling and 110 people were selected as the statistical sample. The data collection tool was a mixed marketing ethics questionnaire and finally Friedman test was used to analyze and rank the data. Results: The results finally led to a proposed model for explaining the C4 marketing mix strategy by highlighting the advertising element in line with the marketing strategy and the integration of the specific strategy of each mix. Conclusion: Commitment to ethics in marketing and business creates a kind of trust that is a social and valuable capital and guarantees the long-term success of the relevant enterprises.